Bershka Store Berlin
Bershka Store Berlin
 

29 Aug. 2011

BERSHKA OPENED FIRST GERMAN FLAGSHIP STORE IN BERLIN

The youngest brand of Spanish Inditex-Group has moved to Germany: Bershka opened its first flagship store at Tauentzienstrasse 14 in Berlin and herewith marks the headstone for its further retail strategy within this market.

The opening has caused serious waves amongst its fans and provoking hysteria with promising 25% welcome-discount for each buy that evening. Despite the hot and steamy Thursday, people queued up in front of the store – bringing back memories of the Hollister Opening club atmosphere.

Located in the western heart of Berlin close to Ku’damm, the store marks one of the biggest openings so far with more than 1500sqm size, presenting its different lines Bershka (including its first Blogger-T-Shirt Collection, exclusively sold in several countries), Bershka Men and BSK on a two level retail space.

Matthias Alipass, CEO Inditex Germany and his staff reported quite happy about the consumers response: „We invited about 1,5 weeks ahead for the opening via facebook and there were more than 6000 online registrations for the event. We are very happy. It takes, that Germany is a very important market for us, even though you have to be quite patient here and the conditions aren’t always easy – Gap and Walmart didn’t leave for nothing. The German customer has to be convinced as they are more critical – but once they are, they love us.“

Bershka Store Berlin
Bershka Store Berlin
The young fashion brand gains increasing popularity – „In terms of retail and circulation, Bershka meanwhile makes it to place 2 just behind Zara with about 10% of Inditex’s international Turnover“, Alipass reports.

Europe is the core market of Inditext. "As we are very present in these markets – as you can see on the amount of stores we have, we are currently especially increasing in Asia“, the CEO of Inditex Germany reports and doesn’t fear companies like Adidas with its upcoming Neo line stirring up the younger market: „It is good to be challenged otherwise you’ll get lazy. If there are new other concepts the better we have to get.“

So far, Bershka runs more than 750 stores in more than 54 Countries. Questioning upcoming Bershka openings in the near future, Hamburg-based Alipass holds back: „We’d love to open new stores for sure but need to check the possibilities first. We scan the markets and profit from our experience – but in the end it stays a bet. We have to take it step by step. There is no pressure but the will.“

While looking for further spots to open up, on September 6th, Bershka goes online so do the other Inditex Brands, following Zara and Zara Home – already running. First countries will count: Spain, Portugal, Italy, France, Germany, UK and the Netherlands presenting a monthly online magazine and lookbooks.

Interior wise, each line in the Berlin Store is being represented on differently designed corners referring to the actual product and trends. „The Interior shows our newest retail design concept, that we’ve started this year. We always try to give something special to each store such as the colorful prism spread thru the space. We develop and update our concepts depending on what’s new“, Begona Munoz-Baroja, Communication Manager Inditex Spain reports. Rated with the LEED platinum certificate, the new store aimed to work as much eco-friendly and energy-saving as possible, including light-sensors and climate control.

Find more pics of the opening on our Sportswear International Facebook profile: click here.

Karin Leiberg

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