Sandra Thier (left, German moderator) and Kristi Eames, Commercial Director, Office London
22 Apr. 2013
Interview: Kristi Eames, Office LondonYoung shoe retailer Office London has opened a new store in Dusseldorf on the young fashionable street Flingerstraße. This is Office London’s second German store, the first store being in CentrO, Oberhausen, which opened in March. In the UK Office runs 84 of its own stores and about 50 shop-in-shops. During the successful opening in Düsseldorf, Sportswear International spoke to Kristi Eames, Commercial Director, Office London.
What are your expansion plans during the next year and why did you start in Germany?
We will stick with the first two stores and will see how the business works in Germany before we take more steps in the future. We are conducting strong research before expanding. We are looking for shop locations in France and the Netherlands and maybe in the USA. We haven’t explored Southern Europe yet. But Germany is a big market. We explored all important cities and shopping centres from Berlin to Munich, Hamburg and Düsseldorf over the last two years. Our decision to start in Düsseldorf is because it is a fashionable place and the shopping mall in Oberhausen is brilliant.
What makes Office London different from other shoe stores and what is your philosophy?
We are innovative, quirky and fashion-forward. Our philosophy is to inspire and to offer exclusive products. We have exclusive styles from Converse, Asics, Onitsuka Tiger, Fred Perry, Nike, Polo Ralph Lauren and Vans. Our own brand Office London offers fashionable styles for reasonable prices from 20 to 145 Euros. The assortment is 70 % our own collection and 30 % brands. Every week we have new collections in the stores. Service is important to us. We have a big sales team and pay a lot of attention to the product and quality. Our sales team has six weeks of training before starting the job. Self-service is not our philosophy.
How do you communicate with the consumers?
Our target group is the young at heart and they love our individual assortment. Office.co.uk has its own blog and communicates via Facebook, Twitter and Instagram. Our online shop presents more than 200 products every week. We deliver to customers in more than 150 countries. From summer the German web-shop will be active.
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