The classic fashion retail business, as we have known for decades, faces increasing pressure. The non-stoppable trend towards internationalization and consolidation of fashion players together with the growth of branded products, the boom of fast fashion and a reconfigured distribution channel landscape (for instance, last year over €11.4 billion of fashion revenue were generated online in Germany, representing a 20.7% market share ) are pushing the traditional owner-run, individual shops out of business. In fact, the number of independent fashion stores generating revenues below €5million has been reduced by nearly 40% since 2000, evolving from 13,524 to just 8,412 over the 15 year period.

Nevertheless, in AUDEAMUS we believe that fashion retailers –or at least those ones ready to respond to the current challenge- have a rosy future ahead. By focusing on individual assortment and daring to present fewer products, but in turn arrange them thematically, inspiringly and emotionally, specialist retailers shall give the shopping experience another character. “Off-line / stationary” shopping shall become increasingly embossed by traits such as more viewing, more inspiration, more unconventionality, more fun. Retailers shall be less “seller” and more consultant, trainer, stylist, restaurateur, caterer and even coach.

In that context, Birgit Countess Tyszkiewicz, the personality behind the high fashion label ROMA E TOSKA, has done a superb job in bringing together in her store in her native Hamburg, ROMA E TOSKA Curated Store, Milchstrasse 11, some of the most inspiring heads of the city’s creative scene:

Thilo von Hahn with his fine interior selection.

Qitoya an exclusive colonial style furniture manufacturer.

Manoir an antiques art Interior of the 18th century specialist.

• Halima Adelsheimer’s wonderful flower and scenery sets (

• Marte von Have’s unique knitwear with her brilliant ponchos (

• Galerie Herold, an art gallery specialized since nearly 40 years on North-German impressionist and expressionist painters (

Further collaboration with partners like Nadine Metgenberg with her event agency and Jeaning Platz with her exceptional calligraphy and paintings atelier round out the eclectic, attractive offer.

In this splendid set up -the building in the Milchstrasse 11 was the original stables of the adjacent “Budge Palais”, a classicist villa build in 1884 by the architect Martin Haller as a private residence which, after a convulsive history, is used since 1959 by the University of Music and Theatre Hamburg (HfMT)- ROMA E TOSKA does not only present its thrilling collection but also brings back to Pöseldorf some of the glamour and glance of the past, as when in the 70s and 80s became the meeting point of the Hamburg scene.

More importantly ROMA E TOSKA Curated Store, Milchstrasse 11, Birgit Countess Tyszkiewicz dares to expand its creative universe, incorporating influences from cultured trend-setters, and flawlessly exemplifies how retailing should be / will be in the near future.