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Since 1999 the company’s headquarters have been at Seitzstrasse 8 in Munich’s Lehel, just a stone’s throw from the world-famous boulevard of Maximilianstrasse. The appeal of this “quarter” is very special. If there is a Bavarian equivalent to St. Germain in Paris or New York’s Soho, then it’s Lehel in Munich.

Its close proximity to the glamorous monobrand stores of international luxury brands and its warm appeal, which combines elegance with Bavarian comfort, lends the quarter its unique charm: Cosmopolitan, luxurious, yet with a certain informality. Were you to ask the Allude team at company headquarters how they gauge the in-house mood, it’s likely they would – by extension – name a similar set of attributes.

Covering 600 square metres, the head office provides the powerhouse for the brand’s strength of focus. There’s also an in-house showroom for editorial teams and press representatives. Fostering direct contact and immediate exchange. Andrea Karg does not believe in protecting herself with layers of staff. Cashmere is the only exception – and we can’t deny her success in that respect!


In just twenty years Allude has established a global presence. These days international sales account for some 40% of turnover. The luxury brand has been especially successful in France and Paris – the latter still remains the stern matriarch of haute couture. Even there, as a German designer, creative director Andrea Karg is feted by many editors: whether French VOGUE, ELLE, L’OFFICIEL, MADAME FIGARO or NUMÈRO – the glossy magazines love “la belle Andrea”, dedicating features and portraits to her and presenting her luxury collection in their high profile international fashion photo series for maximum global impact.

The brand is thus appropriately represented on the French retail market by stores such as FRANCK & FILS, KOMPLEX or LE BON MARCHÉ. Worldwide Allude has showrooms – in addition to Munich and Paris – in Amsterdam, Antwerp, Düsseldorf, Copenhagen, Milan, New York, Salzburg and Vienna, and retails in over 700 high-end outlets, including HARVEY NICHOLS.