About Us
Our History
How it all began ...
In 1992, Erwin O. Licher founded the streetwear brand Freeman T. Porter, named after his biological father. He began supplying retailers with the first Freeman T. Porter models in April 1993. In October 1993, Licher transferred his trademark to Rainer Geilfus, who took over logistics and sales for Freeman T. Porter in November. Licher himself developed all Freeman T. Porter collections and productions and ensured their consistent distribution. In 1995, Fashion Styling Licher was founded, and Mr. Licher began assembling a team of product specialists. He continued to personally acquire all production facilities in various countries and was responsible for the entire design, procurement, quality assurance, and brand image. After more than eleven years of successful market penetration and a turnover of 42 million euros, the business partners parted ways in the summer of 2004.
On August 14, 2004, the Herrlicher brand was launched in Munich with its first collection (which was delivered in spring 2005). Since then, Licher's expertise and personal commitment have been dedicated solely to the Herrlicher brand. The old offices for design and quality management became too small, and in March 2005, product development, quality assurance, administration, customer service, and the new logistics department were all relocated to larger premises. By spring 2006, the warehouse space had to be tripled to meet the increasing logistical demands. Relocation: Since June 2010, Fashion Styling Licher has operated from a completely redesigned building, which had to meet the ever-increasing demands in terms of warehouse capacity and customer service.
Mr. Licher has settled on fertile ground. Growth is taking hold. The brand's desirability is increasing – and with it, the creative power of the design team. In June 2014, there were also three reasons for an unforgettable summer celebration: A second building with additional warehouse space and a magnificent showroom was inaugurated, and the Herrlicher brand celebrated its 10th anniversary.
After increasing incoming goods exceeded existing storage capacity, leading to the creation of an interim warehouse at a freight forwarder's premises, a lease agreement was signed with a neighbor in November 2017, and the company moved into its third Herrlicher warehouse in December 2017. After four years, even this warehouse proved insufficient. All warehouses were closed in November 2021, and a dedicated logistics center was acquired, one that was commensurate with the growth of the Herrlicher brand. In June 2024, Mr. Licher decided to take an innovative step: by outsourcing its own warehousing and logistics to a specialized service provider, the Herrlicher brand now relies on state-of-the-art processes and maximum efficiency. Since September 2024, the logistics structures have been perfectly aligned with future requirements.
Today, the Herrlicher brand has achieved a very high level of recognition in retail and, even more so, among end consumers. This standing is confirmed daily by consistently strong sales figures. Mr. Herrlicher, together with his team and his wife Christine, remains committed to translating his strategic vision into guaranteed sales through efficient design, high product quality, and a responsible brand image.
And that’s how it should remain – the manufactory of the finest textiles.