1961 - TROUSERS BECOME ESSENTIAL LEGWEAR

A new period had begun. For about four years the business was compelled to operate from ancillary buildings at Fuggerstrasse 13, and in 1950 the commercial prem-ises at Fuggerstrasse 6 was rebuilt.

A new generation took to the stage: towards the end of the 1950s, after the death of his older brother Ludwig, designated head of the company, in Russia, Hubert Schöffel began to go his own way - paying no heed to any opposition. To-gether with his wife Lydia Holdenried and despite initial vehement resistance from his father, the 28-year-old put into place an ambitious plan:
On the site at Fuggerstrasse 13 a new, modern clothing store came into being. It was opened in 1960 and Lydia Schöffel, who died in 1999, managed it for decades with foresight and skill.

But this hurdle (according to Hubert Schöffel: "the biggest risk of my life") was no sooner successfully overcome, before the young Schöffel, now representing the sixth generation of merchants, was seeking new horizons and wider dimensions. Opportunity was not far away. In 1961, the year his son Peter was born, a Lederhosen factory in Schwabmünchen was closed down. Hubert Schöffel did not delay long before entering new territory. In September 1961 three sewing machines were kept busy under the management of a part-time master tailor. Business trousers were now the second leg of the Schöffel business. Daring was rewarded with good fortune. A new technical manager and a dedicated sales representative gave an important input. 40 employees were soon making men's and children's trousers - a new era had begun.