Since October 2011, mom-and-pop’s grandchildren (in German: “Tante Emmas Enkel“ after the German term “Tante Emma Laden“ for a mom-and-pop store), provide a timeless shopping experience. Associates dressed in green aprons, simple wooden wall shelves, paper bags and a “parlor“ on the sales floor provide a rustic ambiance. The whole thing is paired with modern technology and an online shop. This way, nothing is standing in the way of shopping through all channels. Sebastian Diehl, one of the two founders of “Emmas Enkel“ (Emma’s Grandchildren), tells us more about the idea behind the store.