Even more omnichannel: In the course of its current growth strategy, Deichmann continues to promote the integration of its stationary and digitally available product range. Europe’s largest shoe retailer uses the summer to open three mega stores in German metropolitan areas.
On Thursday, 11 July, Deichmann reopened the flagship store on Limbecker Platz in Essen after a six-month renovation phase. In addition to various structural changes in the overall 1,970 square meter branch office, special emphasis was placed on the stronger link between stationary and online retailing.
The same concept can also be seen in the branch reopened on 4 July in Frankfurt on the Zeil with 2,010 square meters of retail space. On August 8, Munich will now follow. On 2,300 square meters, Deichmann rolls out the concept on Neuhauser Strasse on four floors.
In addition to new escalators, 47,000 pairs of shoes, and a 240 square meter sports area, a large accessory area and an online exclusive section are also part of the Munich branch.
Here, according to the Essen chain stores in a pilot project, models are shown that there are only in the online shop. The pattern shoes can be taken in the hand and tried on in the most popular sizes.
Anyone who wants to buy them can either order them at the store via the cash register, through a special customer touch display or via the iPads of the sales staff, pay in the store and have them delivered directly to their home.
The activities fit into the extensive growth plans for 2019. The planned investments for the entire group of companies amount to 285 million euros. Of this amount, 102 million euros are attributable to Germany.
The investments will go into the modernization of the branch network and the opening of new stores as well as internationalization and digitization.
