Department store chain: How Galeria Kaufhof wants to reinvent itself

Released on 26.10. 2021

  • The combo shows the Galeria logo (top left) and the previous logos of Galeria Karstadt Kaufhof. Germany’s largest department store chain Galeria Karstadt Kaufhof (GKK) wants to attract customers with a new logo under the name Galeria. Photo: dpa-Bildfunk
  • The newly designed Galeria at the Hauptwache in Frankfurt . Photo: Boris Roessler

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The retail giant does not want to be the price leader with the high costs in city centers. But the house is committed to change and promises a lot to the customers. 2021

Frankfurt / Main (dpa) – Germany’s last large department store chain Galeria Karstadt Kaufhof is reinventing itself and is also shedding its old name.

With the new “Galeria” – The retail giant, which with its 26 department stores still characterizes many inner cities, wants to regain its footing after difficult times. “We want to become the networked heart of the city center,” said Galeria boss Miguel Müllenbach on Tuesday of the German press agency.

In addition, the group wants the outdated branches and thoroughly remodel the online shop in the coming years. He wants to take a total of 600 million euros in hand for this. Up to 60 houses are to be completely rebuilt, the rest at least partially. But the online shop, IT and logistics are also to be upgraded.

«With our expensive downtown locations, we cannot be the price leader, but we can offer a special shopping experience – with selected ones Products and a high quality of stay, ”said Müllenbach. The retail giant has already converted three department stores into pilot branches that will allow a glimpse into the future from Wednesday can hold its own against the competition of online retailers and branded stores in metropolitan areas. An important catchphrase here is “more premium” – on offer, but also around it. A champagne bar and a bar on the roof terrace with a view of the Frankfurt skyline should ensure more fun shopping Be shops in slightly smaller towns. Here, the retail giant wants to enrich the range of goods with services in order to better hold its own against Amazon. In the future there will be a branch office of the city administration in the department store, where identity cards can be applied for or picked up. Regional products are offered on the ground floor. In the multi-storey car park, you should soon be able to have your bike repaired.

The branch in Kleve on the Dutch border is supposed to act as a “local forum” for smaller Galeria stores all over Germany . According to Müllenbach, the main thing here is to respond more to local needs.

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