K Town Göttingen
25 Oct. 2011
KARSTADT LAUNCHES SHOP CONCEPT K TOWNGerman department store chain Karstadt has realized its newly developed shop concept “K Town” in the center of Göttingen. The store, which opened its doors in the town’s former market hall in Gronerstraße 43-47 in September, aims at customers with a young and modern lifestyle. Next to the K Town branch and the traditional department store on the opposite side of the street, the Essen-based company also runs a Karstadt Sports branch in the city of Göttingen.
In the historical building, which is located vis-à-vis the local Karstadt branch, K Town offers a balanced mix of men’s and women’s fashion (85%), accessories (10%) and shoes (5%) on 850sqm. The sales floor is structured with a central multibrand area and surrounding monobrand districts. Represented labels in the women’s sector include Mavi, One Green Elephant, Only, Campus, Gipsy, Khujo, Ichi and US label Walter Baker which is exclusively distributed by Karstadt nationwide since the beginning of September. Men can choose from brands like Pepe Jeans, Jack & Jones, LTB, G-Star, Blend and Superdry. The assortment is complemented by accessories from Lacoste, Camper, Ugg, Pieces, and George, Gina & Lucy.
K Town Göttingen
With an unusual architecture including a roofed atrium, high ceilings and a historical brick façade, Göttingen’s old market hall may well be one of the nicest properties operated by Karstadt. The conceptual design behind K Town was developed in collaboration by architecture and design office Jazzunique from Frankfurt/Main and Karsadt in-house architects. It was realized, amongst others, by shopfitter Vizona West in about eight weeks of renovation work. K Town’s interior design features soldered water pipes, changing rooms made from black fibreboard and grey curtains with a neoprene look. The cool industrial appearance shall address especially young customers.
Branch Manager Michael Noss is satisfied: “The opening was a great success. We have attracted a lot of customers and received a positive feedback. Moreover, it is great how enthusiastic our staff is. K Town is an extremely exciting concept”.
According to the company, right now, there are no precise plans on further K Town openings in the future, expansion plans depend on the upcoming success of the pilot project in Göttingen.
Karstadt currently runs 86 department stores and 26 Karstadt Sports affiliates in Germany.
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