RETAIL
“Two concepts. Two clear roles.”
FEATURE and ADD. are SW STUDIOS’ two retail concepts. Both connect products with customers in physical stores, but they do so with different assortments, environments and price positions.
FEATURE is a curated multi-brand destination that places fashion in a broader cultural context.
ADD. is more direct and price-conscious, built around accessible products and quick orientation.
This separation gives each concept a clear purpose: FEATURE offers discovery and curation, ADD. focuses on relevance, value and ease.
“Retail shaped by curation.”
Feature is SW Studios’ curated multi-brand retail concept, established in Hanover in 2020. It currently operates three stores: Hanover, Hamburg HafenCity and Oberhausen, alongside an online shop.
The assortment combines EIGHTYFIVE and BUROCS with selected international brands across clothing, footwear and accessories.
Products are chosen for their relevance, quality and fit within the wider Feature perspective rather than for visibility alone.
FEATURE’S role within the group is clear:
It places SW Studios’ own labels in a broader fashion context and gives customers a space to discover them alongside other brands.
“style + price = ADD. it”
ADD. is SW Studios’ more accessible, price-conscious retail concept. Launched in 2025, it currently operates two locations: Hamburg Billstedt and Munich.
The assortment is centred on Burocs and Frilivin, complemented by a rotating selection of other attractively priced fashion brands and selected sale and clearance products.
It is designed around speed, clarity and value.
Straightforward layouts, visible pricing and a focused assortment make it easy to find and combine current styles.