At Oxygène, fashion is about family
Winners of the Presentation prize at the latest Retail Awards, Nathalie and Marie Schulz tell us about Oxygène, the store they run hand in hand in Mulhouse.
At the Mulhouse store Oxygène, fashion is a family business, where two different generations and perspectives are united by a shared passion for clothing. Nathalie Schulz founded the place 30 years ago. Her daughter Marie recently joined in, bringing a younger eye for the latest trends while learning everything her mother has to teach about retail. A complementary duo that proudly carries Oxygène’s values: cutting-edge and accessible fashion, a warm welcome and a neat display.
The story begins at Who’s Next
So much so that they were awarded the Presentation Prize at the Retail Fashion Awards, recently hosted by Pages Mode and the Federation Nationale de l’Habillement. On this occasion, they shared a few words about Oxygène and reflected on the key part that Who’s Next has played in its journey.
“Opening a store was a childhood dream” says Nathalie. “Passion drove me from the beginning and I had to fight for it, because at that time no one knew about me at Who’s Next. I had to show brands that they could trust me.”
From mother to daughter
Thirty years later, she knows the place better than anyone and follows the same routine every time, walking the aisles one by one, taking notes, and building her final selection based on three criteria: comfort, trend and easiness. It’s always here that she finds her greatest gems, guided by intuition and a keen business sense. “I sell only exclusive pieces, and I try everything on. A buyer’s eye sharpens over time, but I’ve always had a good feeling when it comes to trends.”
She obviously passed it down to her daughter. Joining the business was an obvious choice for Marie. “I spend a lot of time on social media, so I spot new trends very quickly” she says. “And I instantly picture how we can style the pieces in the shop. As for my mother, she teaches me the ropes on how to advice customers properly or take measurements for alterations.”
A collective adventure
Nathalie takes great pride in passing down her knowledge to her daughter, whose perspective can also appeal to younger customers. “I have eye and experience and Marie has the energy. And she learns so quickly!”
And what better place than Who’s Next to complete her training? They now visit the trade show together to seek out their next finds, allowing Marie to make her own connections with the brands. Here, just like at Oxygène, all generations work hand in hand, inspiring and nurturing one another in a collective adventure.
« Who’s Next is a true indicator of trends, and always has such a beautiful energy. It’s a true joy to pass this ritual on to my daughter, it doesn’t even feel like we are working!”
