Rundholz is for women who do not feel the pressure to conform to the latest fashions nor the need to ask anyone else for money or approval. Thier fans, self-confident and independent, have the courage to experiment with unusual clothes. Designs are made for women who appreciate creative avant-garde but demand comfortable clothes. In order to meet the interests of this special and rather individualistic clientele, their marketing strategy targets their customers' interest in art and design. For this reason Rundholz shows its collections twice a year in art galleries in Paris and New York.