Tradition meets trend: Wool & Faden conquers Währinger Straße!

Tradition meets trend: Wool & Faden conquers Währinger Straße!

Währinger Straße 132, 1180 Wien, Österreich - in Währinger Straße, more precisely at Woll & Faden, tradition is being considered again. Owner Jacqueline Gugel runs the fourth generation business and brings a breath of fresh air to the local textile trade. Formerly known for sewing accessories, the range has now wanted to be 50 percent and 50 percent sewing needs. In this way, the creative craft remains trendy even in times of social media, because Gugerel has a good feeling for current developments, as followed on Instagram and Tiktok. Meinverkirk reports that ....

The location is not chosen by chance: the previous store, pri -bilbil, was located there for 40 years and enabled the new generation to start the perfect start. The target group is mixed, from young creatives between the ages of 20 and 30 to grandmothers who indulge in embroidery and repair clothing. Perhaps it is precisely these personal points of contact that ensure a close exchange and gossip among customers.

A look back at the challenges

Corona pandemic not only hit the trade, but also the textile industry in Austria. However, while the industry recovered in 2022 and achieved sales of around 9.3 billion euros, the things often look very different for smaller retailers. Wool & Faden is under economic pressure due to increasing fixed costs and stagnating sales, which can be felt at many corners of retail. More and more customers prefer online shopping, which is causing inpatient sale. In around 50 percent of the Austrians: Your clothing spending on online shops, a trend that retailers are facing challenges as Statista shows.

But Jacqueline Gugerle remains optimistic and sees her personal touch as a decisive advantage: "We not only offer products, but also individual advice and special orders," said the entrepreneur. With a small but fine team of two part -time employees, including her daughter, who already represents the fifth generation, the business remains family and close to the customer.

The offer and the courses

A highlight in the range are the courses offered, such as the sock knitting in the back kitchen. "It is just fun and brings people together," explains Gugerel. It is this mix of tradition and a new trend that makes wool & thread a distinctive starting point in the neighborhood. The opening times are from Monday to Friday, from 10 a.m. to 1 p.m. and 2 p.m. to 6 p.m., as well as Saturday from 9 a.m. to 1 p.m. - ideal periods to have a look and inspire.

With an intimate connection to the neighborhood and a clear focus on personal advice, wool & thread will continue to remain the starting point for all sewing and knitting enthusiasts in Vienna. Währinger Straße has regained a piece of tradition in the form of creative craft, and this is not just a profit for business, but for the entire community.