The company has focused heavily on online shopping and invested in new customers. In future, online business is expected to increase by around 5%, bringing it to 15%.
Managing Director Thomas Freude is also pursuing a new strategy for reductions in future: “We will avoid the discount battles.” A fashion retailer can only survive if the goods are not resold excessively often at reduced prices. “In future, we will only offer discounts on special items at the end of a season in order to clear stock.” Discounts across the entire range, including on new merchandise, will no longer be offered, said the manager.
Thomas Freude has also new plans for some of his 69 locations. These include a reduction in sales space in order to be successful with mixed-use concepts in the longer term. A hotel or office space in the same building could generate more footfall.
In order to improve the shopping experience and increase the dwell time, cafes are now being planned in the stores: In addition to other locations like Bonn and Dortmund, in the Düsseldorf branch recently opened an IVYs Coffee on around 125 sq m. Customers are spoiled with a daily changing assortment of cake specialties as an ideal refreshment for the shopping trip.