Some partnerships last for a season, and others grow stronger over many years…
For 15 years, Maggie Sottero and bridal boutique Lin-Riehl have shared a partnership shaped by trust, mutual success and a passion for creating unforgettable bridal moments. On the 19th September 2026, they will celebrate this milestone in Stadthagen, Germany with an exclusive designer event and a very special guest: Maggie Sottero Chief Designer Edric Woo.
Fifteen years in the bridal industry represent far more than a long series of collections. They stand for reliability, trust and a partnership that has continued to evolve season after season. It is this story that Maggie Sottero and Lin-Riehl now want to celebrate together with their brides.
Designer Edric Woo will travel to Stadthagen in person for one special day where Lin-Riehl will become a meeting place for international bridal design, personal styling expertise and that unique moment of magic when a bride suddenly knows: This is my dress.
Guests can look forward to an extended selection of Maggie Sottero wedding gowns, including selected runway styles from the 2027 season. Edric Woo will be there in person to offer styling advice and give brides a glimpse into the creative world behind the collections.
One particularly special highlight awaits brides who choose their Maggie Sottero gown during the event: Edric will create a personalised fashion sketch of their chosen design, offering a truly unique keepsake from an already unforgettable moment. Yet this event is about much more than celebrating an anniversary.
For bridal retailers in particular, a 15-year collaboration is a powerful endorsement. Successful brand partnerships are not built on great design alone. They grow through communication, reliability, personal support and a shared ambition to strengthen the retailer over the long term.
The personal visit of a Chief Designer makes this connection especially tangible. The brand comes directly to the point of sale, supports its retail partner and together they create an experience that builds an emotional connection between the bride, the boutique and the brand.
Weiwei Lin-Riehl, Owner of Lin-Riehl Bridal:
“For 15 years, Maggie Sottero has been a strong and trusted partner by our side—a truly special milestone for us. In our industry, such a close, longstanding partnership is built on deep trust and a shared passion. I am delighted that Edric Woo will be joining us in Stadthagen to mark this anniversary. His presence is a wonderful reflection of how much our partnership is valued. I cannot wait to celebrate this unforgettable day with the Maggie Sottero team and our brides!”
Edric Woo, Lead Designer, Maggie Sottero:
“For me, great design never exists in isolation. It comes to life through the dialogue between creativity, the people who bring our collections to life in-store, and the brides who ultimately give each gown its own personal meaning. That is why a 15-year partnership such as the one we share with Lin-Riehl is so special. It reflects a mutual understanding that has grown over time, built on trust and a shared passion for bridal fashion. I am truly looking forward to celebrating this milestone together in person.”
Christina Blanchette, VP Global Sales, Maggie Sottero:
“Long-standing partnerships with our retailers are an important part of what Maggie Sottero stands for. Fifteen years of collaboration with Lin-Riehl show what can be achieved when trust, personal service and a shared passion for our brides come together.”
Retailers who are currently considering new brand partners, this kind of continuity sends an important message. Collections may inspire and excite, but a partnership that has endured for 15 years tells an even more compelling story.
An Experience to Remember
For Lin-Riehl, the anniversary is also an invitation for brides to experience Maggie Sottero in a particularly personal way. There is something the physical bridal boutique can create that is almost impossible to replicate online: personal connection, trust, emotion and the memory of that moment when, among so many beautiful gowns, one suddenly becomes “The one.”
Perhaps that is the real secret behind this long-standing partnership. On both sides, it has never been only about wedding dresses. It is about creating experiences together that remain memorable long after the appointment itself. And on 19 September, a completely new story may begin for more than one bride.
Maggie Sottero Designer Event at Lin-Riehl
19 September 2026 · Stadthagen, Germany – Featuring lead designer Edric Woo, additional Maggie Sottero styles, selected 2027 runway gowns, personal styling advice and exclusive event specials.
Places are limited. Advance appointment booking is required.