Lian Original Evaluates International Presence

Lian Original Evaluates International Presence Gallery Showroom Concept Under Review

VADUZ, LIECHTENSTEIN – February 20, 2026 – Lian Original, the Vaduz-based luxury label for Conscious Luxury, announces that the company is evaluating the strategic foundations for a highly selective international presence. An inquiry from a potential partner in the international luxury segment has prompted the label to examine, for the first time, the possibility of physical locations beyond its digital channel. At the center is an exclusive “Gallery Showroom Model” currently undergoing comprehensive feasibility assessment.

“This evaluation is a strategic consideration of how we can make Lian Original experiential at select locations worldwide – without compromising our principles of exclusivity and sustainability,” explains Lian Ospelt, Founder and CEO.

Exclusivity as Core Principle: Maximum 10 Locations Worldwide

Lian Original states clearly from the outset: this is not about widespread expansion. “We are discussing a maximum of five to ten carefully selected locations worldwide,” emphasizes Ospelt. “Lian Original will never be available on every corner. Exclusivity is not just part of our marketing strategy – it is part of our DNA.”

Locations under consideration would include destinations such as Monaco, St. Moritz, Dubai, or Singapore – places known for the highest quality of life, discretion, and a sophisticated international clientele.

“If we decide to pursue this path, it will be with the same restraint that characterizes our Limited Editions,” says Ospelt. “A maximum of ten Galleries worldwide. No more. Because true exclusivity is created through conscious limitation, not omnipresence.”

The Vision: Tactile Experience Without Inventory

The Gallery Showroom concept is based on a clear vision: giving customers at select locations the opportunity to physically experience, touch, and try Lian Original products – without the label bearing the ecological and economic burdens of traditional retail structures.

The Concept Overview

Compact Exclusivity:

• Gallery space of 30–50 m² in premium locations
• Exhibition samples of products
• Intimate, personal consultation atmosphere
• Focus on product experience, not sales pressure

Digital Integration:

• No physical inventory at location
• Orders captured digitally through Vaduz headquarters
• Made-to-order production in Italy (6-week delivery)
• Central quality control and logistics

Sustainable Structure:

• Zero overproduction
• No stock that must be disposed of
• Resource-efficient operations
• Consistent with Lian Original sustainability principles

Why This Model Makes Sense for Lian Original

“Our made-to-order model works excellently in e-commerce,” explains Ospelt. “But we recognize there is a specific customer segment that wants to experience luxury goods before making a purchase decision – particularly for products in the four-figure price range.”

The Gallery model would address several strategic objectives:

Brand Access Without Compromise: Customers in key markets could experience Lian Original physically without the label abandoning its principles. No product is produced before it is ordered. No item sits in stock hoping for buyers.

Curated Market Presence: Through the extreme limitation to 5-10 locations worldwide, Lian Original remains what it should be: rare, desirable, exclusive. “We don’t want to be everywhere. We want to be where it makes sense,” says Ospelt.

Tactile Brand Experience: Handcrafted Italian leather, precise workmanship, conscious material selection – these are qualities one must feel. “A Gallery would enable us to make our craftsmanship tangible, in the truest sense of the word,” explains Ospelt.

Local Market Expertise: Through carefully selected partners in strategic markets, Lian Original would benefit from local expertise, established networks, and market knowledge that would take years to build internally.

Continental Limited Edition Exclusivity: The Gallery model would enable connecting our Limited Editions (25-50 pieces worldwide) with physical presence. One Gallery per continent could exclusively present certain Limited Editions – a unique experience for collectors and connoisseurs.

What Is Being Evaluated: Comprehensive Assessment

Lian Original is subjecting the entire concept to thorough examination before any decisions are made:

Legal & Tax Feasibility:

• Cross-border partnership models
• Tax implications in various jurisdictions
• Contractual structures and liability issues
• Brand protection in international markets

Operational Viability:

• Production scalability with Italian partners
• Technology platform for decentralized order processing
• Logistics for international deliveries
• Quality control across distances

Strategic Fit:

• Selection of the right locations
• Criteria for partner selection
• Protection of brand integrity
• Long-term viability of the model

“We are not examining whether we can expand. We are examining whether we should expand – and if so, how to do it without compromising what Lian Original stands for,” explains Ospelt.

Clarification: No Mass Expansion

Ospelt makes unmistakably clear what this project is not:

“There will be no franchise chain. There will be no Lian Original Gallery in every major city. There will be no aggressive expansion strategy focused on growth at any cost.”

Instead, it is about:

Highly Selective Presence: Maximum 10 locations worldwide, selected according to the strictest criteria for market, location, and partner.

Conscious Scarcity: Even with Galleries, Lian Original remains rare and exclusive. The majority of customers worldwide will continue to order via lianoriginal.com.

Quality Over Quantity: Better one perfectly executed location than ten mediocre ones. Better no Gallery than one that doesn’t meet our standards.

Long-term Partnership: If Galleries come, it will be with partners who think in decades, not quarters.

The Goal: Make Brand Experiential, Preserve Exclusivity

The overarching goal of the Gallery concept is to make Lian Original physically experiential for a select customer group without endangering the brand’s core principles.

“We stand for conscious luxury,” explains Ospelt. “That means: no overproduction, no waste, no artificial scarcity, but genuine exclusivity. A Gallery system with a maximum of three to four locations worldwide would allow us to maintain these principles while offering customers in key markets a tactile brand experience.”

The Galleries would not be conceived as sales floors, but as brand experience spaces:

Product Experience: Customers can feel leather, try fits, examine craftsmanship up close – everything that is not possible online.

Brand Message: Each Gallery would embody the Lian Original philosophy of Conscious Luxury, Liechtenstein DNA, and artisanal excellence.

Personal Consultation: Trained staff would guide customers through the collection, explain the made-to-order process, and provide individual consultation.

Limited Edition Showcase: Galleries with continental exclusivity would be the only locations in their region presenting certain Limited Editions – a destination experience for collectors.

“The goal is not to sell more,” emphasizes Ospelt. “The goal is to sell better – to the right customers, with the right understanding of the product, with the right respect for craftsmanship and sustainability.”

Maintaining Exclusivity: How the System Would Function

A central concern in the evaluation is ensuring the Gallery system does not dilute Lian Original’s exclusivity, but rather reinforces it.

Strict Location Limitation: “Visiting a Lian Original Gallery should itself be an exclusive experience,” says Ospelt.

Partner Selection: “We would only work with partners already established in the luxury segment whose reputation meets our standards,” explains Ospelt. “No inexperienced operators, no career changers. Only partners who understand what luxury truly means.”

Quality Standards: Each Gallery would be subject to the strictest design, operational, and service standards. “A mediocre Gallery is worse than no Gallery,” says Ospelt.

Continental Exclusivity for Limited Editions: The system would provide that only one Gallery per continent may present certain Limited Editions. “If we produce a Limited Edition of 25 pieces worldwide, it will not be available in all ten Galleries,” explains Ospelt. “Instead, perhaps the Gallery in Europe, another in Asia, another in North America receives exclusive presentation rights. This creates genuine destination appeal.”

No Cannibalization of Online Business: “The Galleries should complement the online channel, not replace it,” emphasizes Ospelt. “The vast majority of our customers worldwide will continue to order online. Galleries are intended for customers who need or desire a physical experience before purchase.”

Timeline: Thoroughness Before Speed

“We have no time pressure,” says Ospelt. “Our existing model works excellently. This evaluation is a strategic option, not an operational necessity.”

The examination phase will take the time it requires. “We will not make hasty decisions,” says Ospelt. “And if during the examination it becomes clear that this model does not work or endangers our standards, we will not implement it. It’s that simple.”

No Open Application Process

Lian Original is not accepting applications from potential partners at this time. However, interested parties may contact Lian Original through the contact form on the website, and they would be contacted first.

“Should we decide to implement this model, we would communicate this via our website and the LinkedIn newsletter ‘The Lian Edit,'” explains Ospelt.

Interested parties can register for an information list that will be activated when fundamental decisions have been made. “But it’s important to understand: even if we implement this model, we will have a maximum of ten partners worldwide. The chances of being included are minimal – and that’s exactly how it should be.”

Transparency as Principle

Today’s announcement is made deliberately at an early stage. “We could have conducted this examination in silence,” says Ospelt. “But we believe in transparency toward our customers, partners, and the public.”

The announcement also serves to prevent speculation. “In the luxury industry, rumors spread quickly. By openly communicating what we are examining and what we do not intend, we create clarity.”

Outlook: Decision When the Time Is Right

Lian Original will not provide ongoing updates during the evaluation. “We will communicate when we have made a decision – whether positive or negative,” explains Ospelt.

Should the decision be made to implement the Gallery model, Lian Original would proceed with the utmost care:

• Detailed partner contracts with the strictest quality standards
• Comprehensive training programs for partners
• Regular quality controls
• Clear brand guidelines for all aspects of presentation
• Continental exclusivity for Limited Editions

“If we do it, we do it right. If we cannot do it right, we don’t do it,” Ospelt concludes. “That is the promise we give our customers – and it applies to this potential expansion as well.”

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About Lian Original

Lian Original is a luxury label rooted in the Principality of Liechtenstein, representing a new era of conscious luxury. With a focus on made-to-order production, Italian craftsmanship, and sustainable values, Lian Original connects traditional excellence with modern efficiency. The brand stands for exclusivity through conscious limitation, not mass production.

Current Awards & Press Coverage:

• Luxury Lifestyle Awards 2025 – Winner: “Best Luxury Niche Fashion Brand in Liechtenstein”
• German Brand Award 2026 – Nominee
• Featured in Prestige Magazine (4-page interview, longest in magazine history)
• International Press Coverage: CB Herald (USA), 88News (Germany)

CEO Lian Ospelt:

• “Top 10 Marketing CEO in Europe 2026” (Manage Marketing Europe)
• CEO of the Year Award 2025 – Finalist

Company Principles:

• Made-to-order exclusively (zero inventory)
• Handcrafted in Italy
• 10 CHF donation per product sold
• Limited Editions: maximum 25-50 pieces worldwide

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Press Contact

Lian Original
Email: info@lianoriginal.com
Webchat: www.lianoriginal.com

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