About Us

ABOUT.ALEXA is an owner-operated designer boutique and concept store for international women's fashion in the heart of Dortmund. Founded and managed by Alexandra Jander. On this page, she shares how ABOUT.ALEXA came to be, how she selects designers, and what personal service really means here.

How ABOUT.ALEXA was born

Fashion has been with me as long as I can remember. Inspired by my mother, I felt early on that clothing could be much more than just fabric: expression, mood, self-confidence, personality. Sometimes, it is precisely that one little spark that makes a woman truly shine.

During my travels through Europe, I eventually began intentionally seeking out special designer boutiques: discovering collections, finding pieces that you don't see everywhere. Over time, this evolved into a personal philosophy. Not every beautiful piece is automatically the right piece. The decisive factor is for whom it is the right one – and how it turns into a look that suits that particular woman.

At the same time, I took on entrepreneurial responsibilities in my family's business. Eventually, both sides came together, and ABOUT.ALEXA was the logical next step: a place where women don't just shop, but discover, get inspired, and get to know new sides of themselves.

My standard has remained the same to this day: Every woman should leave ABOUT.ALEXA feeling a little more radiant than when she walked in.

Why Dortmund?

ABOUT.ALEXA is consciously at home in Dortmund. For me, Dortmund is not just a location, but home. A city with character, with direct, honest, and positive people, with openness and down-to-earthness.

That is exactly what suits ABOUT.ALEXA. Despite international designers and premium collections, this boutique should never feel distant. To us, luxury does not mean exclusion, but personal attention.

My goal therefore goes beyond the boutique itself: ABOUT.ALEXA should be an additional reason to consciously visit Dortmund's city center. A fashion destination. A place you recommend to your friends.

International Fashion. Dortmund Heart.

How I select designers and collections

I think in terms of styles, not individual pieces. This sentence describes quite accurately how I buy.

My selection is not just based on sales figures or fame. A large part of the decision is intuition. I ask myself: Does this brand suit my customers? Does it have a recognizable signature? What distinguishes it from other labels? How can it be combined with our other designers? What new looks can be created from it?

Therefore, I don't think of blazers, trousers, or dresses in isolation, but in terms of silhouettes, combinations, occasions, and personalities. Each season's selection is ultimately a composition: different designers, a curated perspective.

For a brand to be a good fit for us, it must be high-quality, have style, bring character, and contribute something unique. Above all, it must answer one question: Can I use this to create special styles for my customers?

What "personally curated" means to us

"Personally curated" is not a marketing buzzword at ABOUT.ALEXA, but a description of a real process.

Even during the buying phase, I think of specific customers: Who could wear this piece? What personality does it suit? How can it be styled? What are we missing in our current range? Which collection complements another?

Curating therefore also means consciously saying no. Not offering as much as possible, but as much relevance as possible. We choose many collections in small quantities – this way, our range changes regularly and leaves room for individual looks.

We don't buy fashion. We create styling possibilities for our customers.

Why personal consultation is part of our product

A piece can look spectacular on the runway. Nevertheless, something else is decisive: How does my customer feel in it? How does she move? Does it fit her personality and her everyday life? Can it be combined with what she already owns?

That is why consultation at ABOUT.ALEXA is not an additional service, but part of the product. You don't need to know which designer suits you or which silhouette you are looking for. We listen, observe, and develop a selection from that – not twenty random options, but a few, carefully selected looks.

The most important criterion remains: You must feel completely comfortable in it. An outfit can be fashionably perfect. If it doesn't feel right, it is not the right outfit.

Upon request, we can arrange a personal styling or personal shopping appointment in our boutique.

Our designers

No single designer defines ABOUT.ALEXA. The strength lies in the combination. We connect established international houses with exciting contemporary labels and true new discoveries – and the tension arises precisely from the contrast: feminine and edgy, clean and expressive, classic and modern.

Our selection includes, among others, IRO Paris, Vivienne Westwood, Róhe, By Malene Birger, Filippa K, GANNI, Anine Bing, Ulla Johnson, Free City, Denimist, PNTS, and KUJTEN.

We love icons. But we are just as eager to discover what's coming next. You can find the complete selection in our designer overview.

ABOUT.ALEXA & Friends

For me, fashion is not an isolated world. ABOUT.ALEXA aims to connect people, personalities, design, interior, and culture.

Over the years, genuine relationships have emerged from this – among others with TV presenter Katja Burkard, designer and influencer Gitta Banko, as well as local partners like raumideen Dortmund and the Kullmann Auction House. Private shopping events, designer talks, and styling evenings make the store more than a place of sale: a place of encounter.

Frequently asked questions about ABOUT.ALEXA

Who owns ABOUT.ALEXA?

ABOUT.ALEXA is an owner-operated boutique. It is founded and managed by Alexandra Jander, who personally selects the collections every season.

Which designers are available at ABOUT.ALEXA?

Our range includes around 58 international labels, including IRO Paris, Vivienne Westwood, Róhe, By Malene Birger, Filippa K, GANNI, Anine Bing, Ulla Johnson, Free City, Denimist, PNTS, and KUJTEN – complemented by regularly changing new discoveries.

Can I get personal advice?

Yes. Personal style advice is at the core of ABOUT.ALEXA and is available without an appointment during opening hours. For more extensive sessions, you can book a personal styling or personal shopping appointment.

Is ABOUT.ALEXA only available in Dortmund?

Our boutique is located in Dortmund's city center. The entire assortment is also available in our online shop, with shipping within Germany and to other countries.

What makes the selection at ABOUT.ALEXA special?

We do not buy the obvious bestsellers, but select collections based on whether individual looks can be developed from them. We deliberately stock many pieces in small quantities. You don't need more selection – you need the right selection.

Visit us in Dortmund

Our boutique is located directly at Hansaplatz in Dortmund's city center, within walking distance of the main train station and Westenhellweg.

ABOUT.ALEXA
Brauhausstraße 3-5
44137 Dortmund
Phone: +49 176 31156948
Email: store@aboutalexa.de

Opening Hours
Monday – Friday: 10:00 AM – 6:00 PM
Saturday: 10:00 AM – 5:00 PM
Sunday: closed

You can find more information about our boutique, directions, and parking options on the page Women's Fashion Boutique in Dortmund.

High Fashion. No High Attitude.