Why Vienna

The Heartbeat of Bespoke Vienna


While my philosophy of authentic connection and exceptional craftsmanship resonates universally, the heart of Bespoke Vienna beats in a city steeped in incomparable heritage: Vienna. It's here that my journey began, and where the most profound expressions of artistry continue to thrive.

Vienna is far more than a beautiful city; it's a living museum of artistry and enterprise. With a business history stretching back over 18,000 years, this city has long been a center for innovation, creativity, and the pursuit of excellence. Amidst its historic streets and time-honored workshops, legendary artisans continue to uphold traditions passed down through generations, imbuing each creation with unique energy and a rich story. This profound dedication to heritage and craft is celebrated throughout the city, notably by establishments like the BoutiqueHOTEL Donauwalzer. Through their unique 'Wiener Originale' concept, the hotel has transformed its rooms into curated tributes to traditional Viennese businesses—from historic coffee houses and porcelain manufacturers to renowned hat makers and playing card producers. This allows guests to literally sleep amidst the city's living legacy, offering an immersive experience of Vienna's enduring spirit.

I've made it my mission to curate the very best of this Viennese craftsmanship. I seek out those master artisans who pour their heart and soul into their work, creating pieces of exceptional beauty and enduring quality for your elevated everyday. At Bespoke Vienna, I serve as a bridge between discerning individuals like you and the extraordinary Viennese creators who have been bringing visions to life long before you and I were born.

Through my discerning network, I am uniquely positioned to connect you with Vienna's finest artisans across a diverse range of disciplines, including the city's legendary hotel and culinary arts. This allows for the discovery of truly unique pieces, bespoke creations, or unforgettable experiences, whether you visit our beautiful city or indulge from afar.

History of Craftsmanship: A Legacy Forged Through Centuries

An old map of central Vienna.

Vienna's profound connection to exceptional craftsmanship is not merely incidental; it's a legacy forged over centuries. Its story begins even before its rise as a major capital, with the Roman settlement of Vindobona. The transformative arrival of the Babenberg court in the 12th century truly ignited Vienna's growth as a center of power and trade, laying the crucial groundwork for its burgeoning craft culture. Even in these early stages, craftsmen were forming informal associations like "Zechen" and "Bruderschaften," fostering a collaborative spirit vital to Vienna's burgeoning production. 

As Vienna expanded, ensuring quality and fairness became paramount. The town magistrate played a vital role, overseeing markets, setting standards, and appointing master inspectors to ensure goods met a high bar. This early commitment laid a clear foundation for the unwavering quality and fair practices that would become hallmarks of Viennese craftsmanship. 

The city's vibrant medieval markets, echoed in street names like Goldschmiedgasse (Goldsmiths' Alley), showcased a diverse array of specialized artisans. From essential defense craftsmen like bowyers to highly valued foreign experts such as the Flemish dyers—whose skills were formally recognized by Duke Leopold VI in the 13th century—Vienna actively fostered an environment where diverse talents could flourish. 

The formalization of crafts culminated in the Golden Age of Guilds (Zünfte) during the High Middle Ages. These influential guilds established rigorous rules for training through apprenticeships and journeyman years, maintaining exacting standards for production. The ultimate demonstration of skill was the Meisterstück (masterpiece), a meticulously crafted item rigorously evaluated by guild masters. This tradition, shared across Europe, profoundly shaped the pursuit of excellence, giving us the very word "masterpiece" to denote outstanding artistry today. 

The later centuries brought significant shifts. Empress Maria Theresia's reign saw women gain formal recognition in industries like silk and linen. The 19th-century Industrial Revolution presented challenges, but Viennese crafts adapted, focusing on specialized, high-quality production and fostering institutions like the Vienna School of Arts and Crafts. This era also saw the enduring influence of movements like the Arts and Crafts and the Werkbund, championing integrity in materials and design. The epitome of this artistic evolution was the Wiener Werkstätte (Vienna Workshops), founded in 1903 by Josef Hoffmann, Koloman Moser, and Fritz Waerndorfer. This collective passionately elevated craft to an art form, integrating artistic principles into all aspects of daily life through handcrafted objects. Though it ceased operations in 1932, its powerful legacy continues to shape Viennese production today through the Österreichische Werkstätten (Austrian Workshops). 

Today, this profound and continuous history of Viennese craftsmanship remains vibrantly alive. Despite centuries of change, the dedication to unwavering quality, artistic integrity, and the human touch continues to define the city's finest artisans. This rich heritage is not merely a bygone era; it is the living foundation that continues to inspire and inform the pursuit of excellence in Vienna, making it a truly unique place where tradition and innovation coalesce in exceptional handcrafted objects. 

Company Portraits: Vienna's Living Legacy

Behind every exceptional handcrafted object lies a story—a narrative of tradition, dedication, and the relentless pursuit of perfection. In Vienna, this story is particularly rich, woven through centuries of artistry and innovation. This section invites you to meet the remarkable companies and artisans who embody this enduring legacy. From historic ateliers upholding centuries-old techniques to contemporary masters pushing creative boundaries, these are the guardians of Vienna's unparalleled craftsmanship, each contributing to the city's unique cultural tapestry. Discover the passion, precision, and personal stories that define Vienna's finest bespoke creations.

Beyond these detailed company portraits, I invite you to explore my Instagram channel for the 'Topic of the Month.' Each month, beginning with J.B. Filz and the world of scent in May 2025, I delve into various aspects of a traditional industry, connecting historical, cultural, and contemporary threads to illuminate its fascinating evolution and enduring legacy.

Instagram Bespoke Vienna on Instagram

May 2025
J.B. Filz Products
J.B. Filz

Vivat Sequens: A History of Scent Since 1809.

June 2025
J. & L. Lobmeyr
J. & L. Lobmeyr

A Viennese Legacy in Glass and Light.

July 2025
Huber & Lerner
Huber & Lerner

Vienna’s Master of Paper Culture and Bespoke Printing.

August 2025
Hornmanufaktur Petz
Hornmanufaktur Petz

Vienna’s Enduring Legacy in Horn Craftsmanship.

September 2025
Hornmanufaktur Petz
Ludwig Reiter

Austria's Last Welted Shoefactory

October 2025
More Coming Soon
E. Fessler

Coming Soon

J.B. Filz: Vivat Sequens. A History of Scent Since 1809.


Filz Perfumes Identity

1. Identity & Presence

J.B. Filz, formerly known as the k.k. Hof-Parfumeur (Imperial and Royal Court Perfumer), is a storied family business with a heritage dating back to 1809. While their iconic "Duft G'wölb" (Fragrance Vault) on Graben in Vienna's 1st district closed its physical doors in March 2023, after 214 years, the brand continues its legacy online. Today, customers can find their curated collection of signature scents through their online shop at jbfilz.at, and they can be reached via office@jbfilz.at. The company is officially classified within the perfumery and cosmetics sector.

Instagram Company Filz on Instagram

An Image of the company founder J.B. Filz

2. The Origin Story & Key Figures

The J.B. Filz story began in 1809, amidst the Napoleonic Wars, when Anton Filz founded a perfumery on the Graben. He offered his own crafted creams and scented waters, alongside a soap manufactory. The business flourished, particularly after the Congress of Vienna. A pivotal moment came with Anton's sudden death in 1818, which led his 18-year-old son, Johann Baptist Filz, to bravely take over the perfumery despite initial difficulties. Johann Baptist, originally a hatmaker, dedicated himself to acquiring expertise by attending lectures at the Vienna Polytechnic. He was instrumental in expanding the business, even utilizing the newly established Danube steamship service in 1830 to offer his products in Budapest. His pioneering spirit led to patents for unique creations like "Genuine Parisian Ladies' Preservation Water" and efforts to import exclusive foreign goods from London and Paris, ensuring the perfumery was always at the forefront of the industry.

J.B Filz signature scents

3. The Core of the Craft

J.B. Filz stood for an unwavering commitment to first-class goods and an unparalleled approach to personal fragrance consultation. Their signature creations, such as the revitalized Lavendelwasser (Lavender Water), Wiener Lieblingsduft (Vienna's Favorite Scent), and Imperiales Veilchen (Imperial Violet) – notably favored by Empress Sisi – exemplify their unique craftsmanship. In more recent years, they also introduced innovative coffee-inspired scents like Café de Vienne and Café Esprit.

The company's core belief revolved around personal connection and understanding the "scent personality" of each client. Helga Zmrzlik-Filz, the 6th generation owner, possessed an unerring instinct for translating individual needs into olfactory expressions. For her, scents had colors and associations, going far beyond mere ingredients. This deep, personalized understanding of fragrance was implemented daily, setting them apart from generic offerings. The values of "courtesy and utmost integrity" were fundamental to their business practices, fostering trust and loyalty among a discerning clientele who valued personal contact above all else.

Image of a historic document

4. Enduring Legacy & Resilience

J.B. Filz remained in business for over two centuries due to its steadfast adherence to the principle of "first-class goods" and a relentless focus on customer relationships. Their "secret sauce" lay in their ability to offer highly personalized consultations and hand-selected, unique products tailored to individual personalities, a stark contrast to mass-market offerings. This commitment, coupled with genuine personal contact, earned them a dedicated base of national and international repeat customers.

Throughout its long history, the company navigated significant challenges, including two World Wars, where goods became scarce and even a simple piece of soap was a luxury. They adapted by expanding their offerings, first with bijouterie after WWII, and later by evolving their product focus. Initially renowned for skincare, they shrewdly shifted towards an expanded fragrance assortment and, in later decades, focused on niche products and exclusive brands not available elsewhere, allowing them to thrive against larger perfumery chains.

Group portrait of current company owners

5. Vision for the Future

The 8th generation of J.B. Filz has actively embraced innovation to ensure their traditions and craftsmanship remain relevant in a changing world. By launching an online shop, offering their products in selected physical shops, and engaging in occasional pop-up events, they are strategically safeguarding their heritage. This multi-faceted approach ensures their beloved signature scents, and the essence of J.B. Filz's unique creations and commitment to quality, remain accessible to a broader audience for decades to come. Their move to combine digital presence with curated physical points of sale demonstrates a clear vision for how their rich heritage will play a vital role in their future.

J. & L. Lobmeyr: A Viennese Legacy in Glass and Light


J. & L. Lobmeyr Flagship Store

1. Identity & Presence

J. & L. Lobmeyr, founded in 1823, is a distinguished Austrian family business cultivating Viennese glass culture and the art of lighting design. Their main flagship store is located at Kärntner Straße 26, 1010 Vienna, with their lighting atelier and studio for cutting and engraving glass at Salesianergasse 9, 1030 Vienna. Their website is www.lobmeyr.at, and they can be reached at wien@lobmeyr.at or +43-1-512 05 08-0. The company operates within the glassware, crystal, and lighting design sector.

Instagram Company Lobmeyr on Instagram

Portrait of the company founder

2. The Origin Story & Key Figures

The Lobmeyr story began in 1823 when Joseph Lobmeyr Sr. opened his shop at Weihburggasse in Vienna. He offered a variety of Biedermeier-era glassware, chandeliers and mirrors, eventually manufacturing his own designs and supplying the imperial House of Habsburg. The business has proudly remained family-owned, with leadership passing through six generations. Josef Lobmeyr Sr. founded the company. His son Ludwig became a pioneer in design for Austrian/Bohemian crystal, an exhibitor at world fairs, and a co-founder of the Austrian Museum of Applied Arts (MAK). Notably, Ludwig collaborated with Thomas Alva Edison in 1882 to equip the Redoutensäle in Vienna’s Hofburg Palace with the world's first electric chandeliers. Stefan Rath (1902–1938), Ludwig Lobmeyr's nephew, led the company into Modernism, co-founded the Austrian Werkbund, and created modern classics with Josef Hoffmann and Wiener Werkstätte artists. His son, Hans Harald Rath (1938–1968), was pivotal in rebuilding Austrian crystal manufacture after WWII and revolutionized chandelier design, securing major commissions including the Vienna State Opera and the Metropolitan Opera in New York. The fifth generation, Harald, Peter, and Stefan Rath (1968–2000), expanded into Arabic and Japanese markets and established the Vienna Glass Museum. Today, Andreas, Leonid, and Johannes Rath, cousins, lead the sixth generation, focusing on intensive collaborations with new designers, adapting the product range, and developing an international distribution network. Each generation has been defined by their love of the material, an emotional relationship to the product, and personal commitment.

Lobmeyr Glassware Craftsmanship

3. The Core of the Craft

Lobmeyr’s signature creations include exquisite crystal drinkware, decorative pieces, and iconic lighting. Their unique quality and artistic merit are defined by uncompromising handcraftsmanship and design; each piece of glassware undergoes blowing, cutting, engraving, and polishing entirely by hand, touched by "at least 18 caring hands." Their lighting products are meticulously manufactured in their Vienna atelier workshops. Their philosophy prioritizes "subtle shine instead of 'loud' glitter," favoring elegance and refinement in everyday life. They embrace traditional polishing techniques over industrial acid polish to achieve an "inimitable, natural shine." A core principle guides their approach: "adapt the tool to the design, not the design to the tool." Lobmeyr stands for authenticity, fine handicraft, curiosity, and outstanding design. They cultivate these values through continuous practice of traditional methods while embracing a contemporary interpretation of glass and light, ensuring "the old inspires the new, and traditional knowledge facilitates innovation." This commitment is further demonstrated through their ground-breaking collaborations with legendary designers like Josef Hoffmann, Adolf Loos, Ted Muehling, and Michael Anastassiades, resulting in timeless designs found in major museum collections worldwide.

Overview of Lobmeyr designs

4. Enduring Legacy & Resilience

Lobmeyr's ability to thrive for over two centuries stems from its unwavering commitment to handcraftsmanship, uncompromising quality, and a continuous, curious approach to design. Their "secret sauce" lies in their deep "love of the material" and "emotional relationship to the goods" which has driven each generation. This dedication to finely crafted details and unique design, prioritizing refinement over mass production, has allowed them to maintain their distinct position. Throughout its history, Lobmeyr has navigated significant challenges. Notably, Hans Harald Rath successfully "rebuilds Austrian crystal manufacture after the war," demonstrating the company's resilience in the face of widespread devastation. After losing Bohemian glass production sources in 1946/47, he played a crucial role in reconstructing the Austrian glassmaking industry and helped establish the glassmaking school in Kramsach. Later, the company adapted to new global markets, expanding into Arabic and Japanese territories under the fifth generation.

Portrait of current company owners

5. Vision for the Future

The current sixth-generation leaders, Andreas, Leonid, and Johannes Rath, actively shape Lobmeyr's future by emphasizing intensive collaborations with a new generation of designers. They continually adjust the product range to meet contemporary needs and developed an international distribution network. This strategic blending of tradition with innovation ensures their core values of authenticity, fine handicraft, curiosity, and outstanding design remain relevant and cherished. They are committed to letting "the old inspire the new," leveraging traditional knowledge to facilitate cutting-edge design.

Huber & Lerner: Vienna’s Master of Paper Culture and Bespoke Printing


Huber & Lerner shop interior

1. Identity & Presence

Fischer & Huber-Pock GmbH, operating under the renowned name Huber & Lerner, stands as a distinguished Viennese institution specializing in high-quality stationery, bespoke printing, fine paper goods, leather items, and writing instruments. Located at the historic address of Weihburggasse 4, 1010 Wien, Austria, the company is easily reached via its official website, www.huber-lerner.at, or by phone at +43 1 533 50 75. For direct inquiries, their email address is office@huber-lerner.at. The company firmly situates itself within the sector of luxury stationery and custom printing, particularly highlighting its expertise in "paper culture" and custom-made print materials for all social and business occasions.

Instagram Company Huber & Lerner on Instagram

Founders of Huber & Lerner

2. The Origin Story & Key Figures

The Huber & Lerner story began in 1901 when Franz Huber and Peter Lerner, two esteemed salesmen from Vienna's then-prominent stationery firm Theyer & Hardtmuth, forged a friendship and decided to embark on their own venture. Their initial modest shop opened in Rotenturmstraße but quickly outgrew its space. Driven by a vision for excellence in printing and stationery, they relocated after just one year to a more spacious premises on the prestigious Kohlmarkt, adjacent to the Imperial Court, where the firm would reside for a century. The business has proudly remained a family-owned enterprise, with leadership passing through dedicated generations. The founders, Franz Huber and Peter Lerner, laid the groundwork for enduring success. Their rigorous approach included extensive international travel to study production processes, graphic design, and the intricate etiquette of official stationery, setting the exacting standards the company maintains to this day. The second generation saw Rudolf Huber-Pock (Franz Huber's son) and Kommerzialrat Heinrich Lerner (Peter Lerner's son) assume key roles, with Rudolf emphasizing impeccable personal customer service and Heinrich dedicating himself to expanding the in-house printing works. The third generation, Hon.-Prof. Dr. Franz Huber-Pock (Rudolf's son) and KommR Dr. Peter Lerner (Heinrich's son), led the company from 1981, with Franz Huber-Pock notably fostering customer relationships and expanding the print business, including acquiring prestigious clients like the Jordanian Royal Family. In 2006, the Lerner family formally withdrew from the business, and the firm transitioned fully into the hands of the fourth generation of the Huber family: Mag. Pia Huber-Pock and Johannes Huber-Pock, BA, who continue to uphold and evolve the esteemed heritage.

Bespoke Stationery and Printing

3. The Core of the Craft

Huber & Lerner’s signature offerings encompass an extensive array of stationery and bespoke printed materials tailored for both social and business occasions. This includes everything from exquisite wedding invitations, personalized calling cards, and fine writing paper to elegant graduation announcements, thoughtful death notices, and professional letterhead stationery for companies. Beyond print, their carefully curated selection extends to fine paper goods, luxurious leather items, and premium writing instruments. The unique quality and artistic merit of their craft are fundamentally defined by their unwavering maxim: all products are "custom-made" with a meticulous attention to detail and quality that takes time to ensure. Their excellence stems from a comprehensive in-house approach, featuring an expert graphics department for individual designs and specialized printing processes. They are masters of traditional techniques such as steel engraving (Stahlstichprägung) and copperplate engraving (Kupferstich), which lend a distinctive tactile and visual elegance to their creations, alongside modern offset printing and thermographic printing. Each order begins with a detailed customer consultation, ensuring that individual visions are translated precisely into bespoke designs, personally supervised through every stage of production until delivery. Their core values of tradition, quality, individuality, and personal service are deeply ingrained in every practice, fostering a unique "paper culture."

Bespoke Products

4. Enduring Legacy & Resilience

Huber & Lerner's ability to thrive for over a century stems from a distinct "secret sauce" rooted in their unwavering commitment to specialization and personalized excellence. They differentiate themselves from others in their branch by relentlessly focusing on custom-made, high-quality products and rare printing techniques like steel engraving, which mass production cannot replicate. This is complemented by an "impeccable, personal customer service" that has fostered enduring client relationships. While expanding their product range to include leather goods and writing instruments, they have steadfastly preserved their mastery of exclusive traditional crafts. The consistent, multi-generational family leadership further ensures continuity, dedication to their founding principles, and the continuous evolution of their esteemed craft. Their enduring success is also underpinned by a profound belief in the timelessness and emotional value of physical correspondence and fine paper in an increasingly digital world, setting them apart from those who have not adapted or perished. Throughout its history, Huber & Lerner has navigated significant challenges. They endured the profound disruptions of war periods (notably WWII, during which Heinrich Lerner steered the company while Rudolf Huber-Pock was enlisted) and broader economic shifts. Their strategies for adaptation and resilience include strategic acquisitions, such as taking over the imperial-linked firm Theyer & Hardtmuth in 1931, which allowed them to consolidate their market position and expand. They also diversified their offerings, notably under Peter Lerner who introduced major luxury brands like Montblanc, while remaining steadfast in their commitment to custom-made, high-quality, and personalized services. This dedication has allowed them to carve out and maintain a unique and irreplaceable niche in the market.

Portrait of current company owners

5. Vision for the Future

In a constantly evolving world, Huber & Lerner envisions ensuring its traditions, craftsmanship, and core values remain relevant and cherished by meticulously upholding its motto, "Service from Tradition." This involves a continuous effort to blend historical craftsmanship with contemporary design, enabled by their in-house graphic department that precisely implements individual customer wishes. They are committed to highlighting the "timeless magic of stationery and hand-written letters" as a vital counterpoint to the fast-paced, often ephemeral nature of digital communication. Their future relevance lies in continuing to provide bespoke solutions that champion individuality and quality, aspects unmatched by mass-produced alternatives. The company implicitly sees itself and its industry in the next 100 years as indispensable purveyors of lasting value, catering to a discerning clientele who appreciate the tangible beauty, quality, and personal touch of fine paper goods and traditional printing. Their enduring heritage is not merely a historical footnote but the absolute core of their future. It provides the foundation for their unique identity, the mastery of rare crafts like steel and copperplate engraving, and the deep trust built over generations. This heritage allows them to offer a service and product experience that is inherently timeless, irreplaceable, and deeply meaningful in any era.

Hornmanufaktur Petz: Vienna’s Enduring Legacy in Horn Craftsmanship


Hornmanufaktur Petz interior of the shop in Graz

1. Identity & Presence

Petz Hornmanufaktur stands as a distinguished Viennese institution dedicated to creating unique and high-quality products through the seamless blend of traditional craftsmanship and contemporary creativity. The company’s Vienna store is located at Westbahnstrasse 7, 1070 Vienna, while its main workshop and official address—a testament to its deep roots in craftsmanship—moved to the Werkstättenhof in Mollardgasse 85A, 1060 Vienna, in autumn 2024. In addition to their Viennese presence, Petz also operates a shop in Graz. The company can be reached via email at thomas@petz-hornmanufaktur.at or by phone at +43 676 7282 628. The Vienna store has its own contact at wien@petz-hornmanufaktur.at or +43 676 3021628. Petz Hornmanufaktur firmly situates itself within the specialized sector of horn craftsmanship, recognized for manufacturing bespoke accessories, jewelry, and interior items from natural horn.

Instagram Company Petz on Instagram

Historic document

2. The Origin Story & Key Figures

The rich heritage of Petz Hornmanufaktur began with Tobias Petz, who laid the groundwork for the family tradition in 1833 by undertaking an apprenticeship as a Hornkammmacher in Ödenburg. He became the first in the family to receive his journeyman’s certificate in 1842, and the official founding year of the manufactory is documented as 1862. His son, Franz Petz, continued the operation, and following his untimely death, his wife Käthe Petz bravely took over the business as a widow’s operation, acquiring a larger plot of land in Vienna’s 15th district where the manufactory remained for decades.

Experience, knowledge, and craftsmanship were meticulously passed down through the generations. In 1951, Friedrich Petz, as the last master Hornkammmacher in Austria, received his master craftsman's certificate. He, along with his wife Eleonore, diligently continued the manufactory’s work. Despite the challenging times marked by increasing industrialization, their perseverance, innovative product range, and significant collaborations—such as with the renowned designer Carl Auböck—successfully guided the business through adversity. Friedrich Petz was particularly committed to maintaining the manufactory’s autonomy, even designing his own machines, many of which are still in use today.

A critical juncture arose when none of Friedrich's children expressed interest, threatening the extinction of this ancient craft. The manufactory eventually shut down following Friedrich and Eleonore’s retirement. However, the legacy was rekindled years later when Thomas Petz, Friedrich’s grandson, developed a keen interest in the craft. With unwavering patience, the then 80-year-old Friedrich personally taught Thomas the art. Equipped with strong will and courage, Thomas decided to revitalize the business, founding his new small manufactory in 2008. After his grandfather’s passing, Thomas continued to build upon the experience of his grandmother, Eleonore, who provided immense support. Since 2017, Thomas has been supported by his wife, Daniela Petz, who brings a strong affinity for craftsmanship and creative work to the business.

Artist at work

3. The Core of the Craft

Petz Hornmanufaktur's expertise lies in transforming natural buffalo horn into a diverse array of unique and high-quality creations, including classic horn combs, hair accessories, elegant jewelry, and practical everyday objects like shoehorns. Their product range also extends to timeless table culture items, exquisite interior accessories, handbags, and sunglasses.

The unique quality and artistic merit of each piece stem from the meticulous handcraftsmanship applied at every stage of production. From the moment the horn arrives as a byproduct of the meat industry, it undergoes a complex, time-intensive process of sawing, filing, grinding, and polishing—all executed by hand with traditional tools. A particular aspect unique to Petz Hornmanufaktur in Austria is their method of processing raw, hollow horns by heating and pressing them into flat plates. This dedication ensures that every item is a one-of-a-kind "Unikat" and is celebrated for its natural properties: horn combs are anti-static and gentle on the scalp, and all horn products are durable, skin-friendly, and boast a captivating, inherent beauty. This blend of traditional methods with modern designs defines their distinctive approach. The company also offers personalized touches, allowing customers to specify color preferences or choose custom engravings for a truly unique piece.

Core values such as a profound passion for the craft, maintaining personal customer contact, and an openness to new ideas and challenges are paramount to Petz Hornmanufaktur, guiding its commitment to quality, individuality, and innovation.

Image showing comb varieties

4. Enduring Legacy & Resilience

Petz Hornmanufaktur's remarkable ability to thrive for over a century, defying the odds in a rapidly changing world, lies in its steadfast dedication to natural materials, masterful handcraftsmanship, and an exceptional capacity for adaptation. Their "secret sauce" is the seamless integration of tradition with modern creativity, allowing them to reinvent their offerings while staying true to their core. Unlike many competitors who succumbed to industrialization, Petz remained committed to horn, transforming it from a mass product into a treasured, natural luxury item. The family's enduring passion for the craft, evident in the direct transmission of knowledge across generations—including the pivotal tutelage of grandfather Friedrich to grandson Thomas—has been a critical factor in their survival. Furthermore, their readiness to engage in strategic collaborations, such as with Carl Auböck, and their personal approach to customer service have consistently set them apart.

Throughout its extensive history, Petz Hornmanufaktur has overcome significant challenges. Early adversities included the untimely death of Franz Petz, after which his wife Käthe bravely took over, ensuring the business's continuity. More profoundly, the rise of industrialization post-WWI and the dominance of plastic post-WWII brought the craft to the brink of extinction. The ultimate resilience came through Thomas Petz's decision to revitalize the business, learning the dormant craft directly from his octogenarian grandfather. His strategy involved combining traditional methods with fresh, modern designs, painstakingly rebuilding a customer base, and expanding through their online shop, their physical store in Graz, and ultimately relocating to a new, collaborative workshop hub in Vienna.

Image of current company owner

5. Vision for the Future

In a constantly evolving world, Petz Hornmanufaktur envisions ensuring its rich traditions, intricate craftsmanship, and core values remain relevant and cherished by continuing its philosophy of "traditional craftsmanship, newly interpreted." They are committed to consistently highlighting the unique advantages of horn as a natural material—its sustainability, skin-friendliness, and inherent individuality—which serve as a compelling counterpoint to mass-produced goods. By actively engaging in collaborations with international designers, they ensure a continuous flow of creative input. Maintaining close, personal customer contact remains central to their approach, fostering lasting relationships built on trust and a shared appreciation for quality. The recent move to the Werkstättenhof Mollardgasse, a hub for other creative businesses, further underscores their openness to networking and collaboration, fostering an environment where heritage can inspire future innovation.

Looking ahead, Petz Hornmanufaktur implicitly sees itself and its industry continuing to thrive as a unique bastion of high-quality, handcrafted natural products. The industry will increasingly value such artisan enterprises that offer authentic, sustainable, and personal alternatives to ubiquitous mass production. The family's unbroken chain of passion and dedication, culminating in Thomas Petz's revitalization, ensures that the Hornmanufaktur continues to embody the seamless continuity of a historical guild into a vibrant, modern manufactory.

Ludwig Reiter: Austria's Last Welted Shoemanufactory


Gut Süßenbrunn

1. Identity & Presence

Ludwig Reiter, founded in 1885, is a 5th-generation Viennese family business. The company specializes in the production of high-end shoes and leather goods, with a presence that spans Austria, Germany, and Switzerland. The brand's headquarters and main production site are located at the historic Gut Süßenbrunn Manor in Vienna's 22nd district. For inquiries, please visit www.ludwig-reiter.com or email webshop@ludwig-reiter.com. Ludwig Reiter stands as a leading example of traditional Austrian shoemaking and enduring craftsmanship.

Instagram Company Ludwig Reiter on Instagram

Key Figures

2. The Origin Story & Key Figures

The Ludwig Reiter story began in Vienna when Bohemian master shoemaker Ludwig Reiter I and his wife, Anna, opened a small workshop. His exceptional craftsmanship quickly earned him acclaim, and by 1887, he was already supplying boots and shoes to the imperial police. The company's future was shaped by Ludwig Reiter II, who, during his journeyman years in America, learned and imported the revolutionary Goodyear welted manufacturing method to Vienna, transforming the workshop into a small shoe factory in 1909.

In 1919, the company opened its first retail store on Wiedner Hauptstrasse, a significant step in transitioning from a workshop to a public brand. Following this growth, in 1950, Ludwig Reiter II made the strategic decision to specialize even further in high-quality, Goodyear welted shoes. At the same time, the company launched the new "Fox Medana" brand, which was distinguished by its elegant, breathable, and anatomically correct design.

Ludwig Reiter III took over in 1960 and, against a global trend, remained dedicated to the welted shoe.

Shoemaker's Last

3. The Core of the Craft

Ludwig Reiter's philosophy is encapsulated in the phrase "quality takes time." Each pair of shoes is a companion for life, meticulously crafted in a process that involves up to 300 manual steps. The company is now the only shoe factory in Austria that produces classic, Goodyear-welted shoes, which are handcrafted stitch by stitch. This unwavering dedication to authentic shoemaking ensures that each product is defined by durability and a perfect fit.

Their signature products range from the iconic "Maronibrater" and "Trainer" shoes to classic cordovan models, bags, and accessories. The brand also offers a Bespoke Service, an individually designed shoe where clients can select the model, last, upper leather, and sole according to their exact preferences. This is a testament to the brand’s commitment to providing a truly personalized experience.

Enduring Products

4. Enduring Legacy & Resilience

The ability of Ludwig Reiter to thrive for over a century lies in its unwavering commitment to tradition and quality. One hundred years after its founding, Ludwig Reiter was the only Viennese shoe factory to survive the crisis of the European shoe industry, a true testament to its resilience.

Throughout its history, the company has continuously adapted to a changing world, successfully expanding into new markets and diversifying its product range. This is exemplified by the acquisition of the Austrian C. Kitzmantel shoe factory and the renowned suitcase manufacturer Franz Schulz. Ludwig Reiter's ability to evolve and its selected partnerships with other like-minded traditional companies are a direct expression of its enduring quality standards and deep sense of tradition.

Staff Photo

5. Vision for the Future

The company’s leitmotif is "The Future of Tradition." Honoring the past, the 5th generation of leadership is building a future defined by growth and contemporary relevance. The company has expanded its international presence through a global network of carefully selected high-end retailers. It continues to work with leading designers and like-minded traditional companies, blending traditional craftsmanship with modern design to ensure its classic products remain relevant for new generationsHonoring the past, the 5th generation of leadership is building a future defined by growth and contemporary relevance. The company has expanded its international presence through a global network of carefully selected high-end retailers. It continues to work with leading designers and like-minded traditional companies, blending traditional craftsmanship with modern design to ensure its classic products remain relevant for new generations.