Could you briefly tell us about the planning and implementation of the shop?
Things happened very quickly. The talks with Globetrotter only began earlier this year and now the shop is already open. We first picked the right space and placement in the store and subsequently finalized the concept for the design.
What was important to you in terms of design?
Shop-in-shop formats thrive on customers experiencing different brand perceptions and a variety of presentations. This is why we echoed the look and feel of the newly opened U.S Eddie Bauer stores here in Germany. Concrete floors and ceilings, as well as black metal shelving units with stained reclaimed wood, play a major role in all this. The store is completed with a video screen that shows clips of our guides and athletes.
Who actually decides which products are highlighted at the shop-in-shop?
As partners, we work hand in hand to select the products. Globetrotter tells us what’s relevant to customers and we contemplate the product innovations we are able to contribute.
If you had your own store, you wouldn’t have products by other outdoor brands like Jack Wolfskin or The North Face right nearby. Doesn‘t a shop-in-shop concept tend to be detrimental in this scenario?
I don’t think so. We are very confident in our products and are not afraid of the competition. The product we are currently launching is excellent. There are also frequently situations in brick-and-mortar retail where specific industry sectors come together – fashion brands or high-end designers or even outerwear brands. Birds of a feather flock together in this case, and that’s intentional. After all, customers are also able to access all products online and make a direct comparison. That’s why it stands to reason that they also want to be able to do this in a brick-and-mortar setting like Globetrotter. Customers can try on jackets from different brands and choose the ones they like best.