umdasch The Store Makers is a company that prides itself on blending its rich heritage of craftsmanship with forward-thinking digital innovation. In this profile, RLI meets with Michael Ripfl, Sales Director Nordics & Travel Retail to converse about the steps the business is taking within the travel retail industry and how this will continue to be a key component for the business moving forward.
The mission of umdasch The Store Makers is clear, to create exceptional, experience-driven retail environments that reflect their clients’ unique brand identities. Whether this is design consulting, project management, general contracting or integrating cutting-edge digital retail solutions, they handle every aspect of store creation.
With over 155 years of experience and a team of 1,300 dedicated professionals, what umdasch bring to the table is an unparalleled commitment to quality and attention to detail. Every year, they deliver over 7,000 shopfitting and 200 general contractor projects, each reflecting their deep understanding of materials, design and emerging trends.
One of their most recent key project completions was the Harrods Holiday & Occasion Rooms in London. Part of Harrods’ womenswear redevelopment, they were responsible for the shopfitting. The project covers nearly 10,000sq ft and features luxurious materials like stone, polished brass and high-quality fabrics. Their work included detailed engineering, furniture production and seamless installation, creating an elevated retail environment that aligns with Harrods’ vision for premium, year-round holiday shopping experiences.
Away from their work in traditional shops and department stores, the travel retail sector has presented a number of opportunities, allowing umdasch The Store Makers to work on numerous projects, each of which are tailored to its own unique environment.
For example, in the Cologne/Bonn Airport they created a modern, open-layout duty-free area that is customer-oriented, modern and offers a high quality of stay, with a focus on sustainability and regionality. Meanwhile at Frankfurt Airport they developed the exclusive Miles & More Worldshop in the Lufthansa First Class Terminal. The store blends luxury with flexibility, incorporating digital elements such as LED cubes for multi-sensory experiences and events, highlighting the group’s expertise in combining high-end materials, dynamic layouts and advanced digital solutions for the travel retail sector. Finally at Vienna Airport, they designed and executed the Senses of Austria souvenir shop, a unique concept that immerses travellers in an Austrian-themed gift paradise.
“The landscape of travel retail is constantly evolving. Fifteen years ago, traditional duty-free stores were replaced by walk-through duty-free concepts. Today, the focus has shifted towards creating immersive experiences and fostering a sense of place and connection,” explains Michael Ripfl, Sales Director Nordics & Travel Retail at umdasch The Store Makers. “Travellers do not want to encounter the same items everywhere; they appreciate discovering local specialities and unique, culturally significant products that reflect the region. This adds authenticity to their shopping experience.”
“Travellers now seek not just products, but memorable, surprising experiences, which is why dynamic, ever-changing offerings and temporary installations are so appealing.”
Michael adds to this by saying that travellers’ expectations for their retail experiences have also shifted significantly, that they now seek not just products, but memorable, surprising experiences, which is why dynamic, ever-changing offerings and temporary installations are so appealing.
Distinguished by its high-traffic environment and the need to manage large volumes of customers in a short time frame, the travel retail division is unlike other retail categories. Travel retail experiences peak traffic on a daily basis, particularly during busy flight times at international airports. This contrasts with traditional retail, where such high volumes of customers are generally only seen during seasonal peaks. This near constant flow of travellers creates unique operational challenges, requiring efficiency in handling high customer turnover and time-sensitive purchases.
“One key area of the travel retail sector is the often overly rigid division between retail, catering, lounge and workspaces. To enhance the overall experience for all types of travellers, these spaces should be more seamlessly connected, as we demonstrated with our open marketplace concept at Cologne/Bonn Airport,” Ripfl highlights. “Combining these different elements helps slow down travellers, reducing journey-related stress. As a result, they linger longer and are more likely to make purchases. The concept we installed at the Cologne/Bonn Airport features an open layout and ample seating to create a more enjoyable atmosphere. The well-planned, holistic design greatly improves the shopping experience by fostering a calm and inviting environment. Additionally, the use of warm, sustainable materials, soft lighting and clear customer navigation further enhance comfort and provide a sense of orientation.”
Looking forward, the company is well prepared to be a competent partner with its large amount of airport experience in EMEA. They are looking forward to supporting with their engineering and manufacturing capabilities in this unique and exciting sector, leveraging their expertise to deliver innovative and high-quality solutions that meet the unique needs of airport environments. With a strong track record in travel retail, umdasch aim to expand their footprint and contribute to shaping the future of retail experiences in airports globally.
Sustainability is at the core of umdasch’s value engineering and shopfitting processes. They carefully select materials, optimise their production processes and are committed to prioritising resource efficiency and renewable energy. Their focus includes decarbonisation, responsible forestry through FSC certification and continuously improving the environmental impact of their operations. They seek to create sustainable products by carefully selecting eco-friendly materials such as recycled, locally sourced and biodegradable options.
“Additionally, we support upcycling through our refurbishment services, helping extend the life of store fixtures. Together with our customers, we aim to build environmentally responsible and long-lasting stores. By offering tailored sustainability workshops we guide clients on creating eco-friendly stores, helping them navigate the complex transition toward more sustainable retail environments,” Ripfl comments.
As our time with Michael begins to run out, we ask him what the future holds for the company and what challenges are present in the industry?
“We are seeing a shift towards creating more immersive and experiential retail environments in the retail industry, which aligns perfectly with our expertise in blending craftsmanship and digital innovation. Looking forward, we are particularly enthusiastic about the growing demand for sustainable and modular store designs,” highlights Ripfl.
“That being said, the biggest challenge we face right now is navigating the uncertainty within the retail industry. The changing consumer expectations are forcing brick-and-mortar retailers to rethink their spaces. The challenge is big, but so is the opportunity and that is what keeps us excited and forward-looking,” Ripfl concludes.
www.umdasch.com
