About us

TONI is the absolute expert in the production of trousers for women who know what's important to them!

TONI DRESS DAMENMODEN GMBH is an international company which dates originally from the 19th century. The parent company, Weber & Ott Aktiengesellschaft, was founded in 1834. The TONI brand is firmly rooted here in Forchheim, in Upper Franconia in Northern Bavaria.

For nearly five decades, the TONI brand has been a firm favourite with end customers and with retailers when it comes to modern, top-quality ladies' trousers that fit perfectly.

In 2012, the label underwent the biggest change in its history: TONI dress, as it was called until then, became the two brands TONI and Relaxed by TONI.

History

1834

Beginning
Konrad Ott founds the parent company Weber & Ott in Fürth,
a weaving mill which later becomes TONI DRESS DAMENMODEN GMBH.
1873

Industrialization on the march
The first weave room with mechanical looms (driven by a water wheel) is built in Forchheim.
1884

The region's first telephone
The first German overland telephone is installed by Weber & Ott create a direct connection between the administration in Fürth and the plant in Forchheim.

The image shows the original request for permission to set up an overland telephone:
"A most humble request from the factory owner Heinrich Hornschuch in Fürth to the Royal State Ministry of the Royal House and others to establish a telephone line from Forchheim to Fürth."
1899

Weber & Ott becomes one of the first joint stock companies in Germany.
1923

Inflation leaves its mark
In the Weimar Republic, sales rose to 881,331 trillion marks.
1929

Automation
The first automatic looms are built in Forchheim.
1934

Forchheim becomes the company's headquarters
The company permanently moves from Fürth to Forchheim.
1948

Modernization after the war
Currency reform marks the beginning of an extensive modernization and expansion of the company; the existing sewing operation is expanded to include a clothing plant focusing on pyjamas and men's shirts.
1960

TONI's first women's trousers
are first manufactured in the early 1960s under the name TONI STRETCH, and successfully marketed to an international audience.
1965

A brand is born
The brand name TONI DRESS is brought under legal protection.
1978

The fitting specialist
With "TONI's form cut trousers", TONI DRESSbecomes one of the first women's trousers manufacturers to introduce trousers with a specially adapted fit.
1988

A memorable highlight
TONI DRESS becomes the official outfitter of the women's Olympic team at the Olympics in Seoul.
1994

On its own two legs
The DOB division is spun off from the parent company of Weber & Ott AG
and TONI DRESS DAMENMODEN GMBH is founded as a legally independent company.
2000

The dawn of a new millennium!
TONI dress successfully launches an end consumer campaign.
In the same year the first TONI dress shops and sales infrastructure are established.
2006

Preparing for the future
The opening of TONI's 2nd generation of dress shops meets with great commercial success.
Initial tests for the introduction of a knitwear collection are underway.
2011

Preparations for a brand relaunch are in full swing
A new TONI logo featuring a stylized poppy is born.
2011

The first TONI customer magazine is created
2012

TONI's new image
The company's new brand identity is introduced to the world.
With it the third generation of TONI shops comes to life.
2012

The largest restructuring in company history
TONI dress becomes TONI and Relaxed by TONI.
A new TONI showroom is opened in Halle 30 in Düsseldorf
2012

TONI goes online
Collections from TONI and Relaxed by TONI are now also available online
at www.toni-fashion.de
2014

The TOP brand
TONI receives top marks in a survey of 151 dealers conducted by the trade magazine TextilWirtschaft,confirming that the company chose the right path with its 2012 brand relaunch.
2016

Facebook
We like TONI Fashion! As of July 2016, TONI & Relaxed by TONI establish a presence on social media.
2016

Pushing E-Commerce
A new "E-Commerce" department dedicated exclusively to the company's online presence is established, comprising three employees from sales, logistics and marketing.
2017

Emotional - straightforward - surprising
The TONI shop concept 4.0 is presented for the first time at Panorama Berlin with the motto "Modern Curiosity Cabinet"
2017

On Top!
TONI is once again selected as a "Top Brand" in TextilWirtschaft magazine's 2017 ladies' trousers survey.
A sincere THANK YOU to our partners in trade and customers for a strong 3rd place finish!
2018

Relaxed tops celebrate a debut!
In spring, Relaxed by TONI expands its range of products to include a beautiful collection of top.