Karstadt’s CEO Andrew Jennings
Karstadt’s CEO Andrew Jennings
 

05 Sep. 2013

Karstadt celebrates first results of its modernization strategy

German department store chain Karstadt is observing the fruits of its modernization program “Karstadt 2015“. Since 2011, the enterprise has conducted renovation measures in 86 of its stores – from optimizing single floors to complete rebuilding works. In 2013, Karstadt invested “a six-digit sum” into the renovation of 42 its locations, of which many will celebrate their re-launch in the coming weeks.

Karstadt’s CEO Andrew Jennings said: “We are standing right in front of a whole series of re-openings of modernized stores, the introduction and roll-out of new brands, the start of a Germany-wide played marketing campaign and the re-launch of our ecommerce platform with optimized usability and mobile functionalities.”
 
On September 4, Karstadt’s Düsseldorf flagship will celebrate its re-launch and the start of the “Feel London” marketing campaign. During the past two years, the store renovated four of its five floors and added 200 brands to its assortment, including names such as 7 for all Mankind, All Saints, Farrell, Le Coq Sportif, Rich & Royal, Superdry, Topshop and Topman.
 
Simultaneously, Karstadt stores in Wiesbaden, Frankfurt (Zeil), Hamburg (Mönckebergstraße), Berlin (Müllerstraße), Dresden, Singen, Munich (Bahnhofplatz), Mühlheim, Bremen and Nürnberg as well as the Karstadt premium houses KaDeWe in Berlin and Oberpollinger in Munich have been (partially) renovated and equipped with new departments and fashion brands. They will all celebrate their respective re-openings during September and October. Highlights include a label lounge for exclusive premium denims in the Hamburg store on Mönckebergstraße and a new 7,000sqm fashion boulevard with 25 newly added international brands from Kenneth Cole to Gas in the Karstadt branch at Munich’s Bahnhofsplatz.
 
Jennings further stated that “after 12 months of strong head wind,” the company will begin to see the results of their work and will enter the fall “with the wind behind them.” Jennings himself will leave the company end 2013 - read our news here.
Maria Hunstig

Advertising


Back to home