By 2030, all 2100 dm stores are to be equipped with the new store design for a special shopping experience. The launch has already taken place at the Durlach-Center in Karlsruhe.
Each newly designed store is modeled on a tour of a city that you discover as a tourist. Like on a cognitive map, customers can discover the individual product areas, comparable to the sights of a city. It starts at the entrance with the piazza, then becomes cozy with bar stools in the photo printing area. In the new concept special attention has been paid to children: A separate zone for playing has been planned and there is a changing station for the little ones. Children’s fashion will be presented on trees in future. While the little ones play, parents will have undisturbed shopping time. This helps to extend the time spent in the store.
Another new feature is the expansion of the home decoration area: in future, dm will not only offer household goods, but will also contribute to a sense of well-being in the home.
The company employs more than 50,000 people in Germany. In Germany, profits rose by 14.8 percent to 11.4 billion euros. Across Europe, around 4.5 billion euros were added, as the company announced in fall 2023.
credit all photos: dm