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The winners of the retail competition First Store by ALEXA Vol. 4 – Academy Edition have been chosen: “SELLPY x ALEXA” is the concept for an innovative second-hand clothing store presentation in cooperation with the leading Swedish second-hand clothing brand Sellpy. The first offline presence in Germany of the online company will take place in ALEXA, Berlin.

First Store is a retail casting by Union Investment and Sonae Sierra which introduces newcomers and start-ups with innovative concepts. First Store Vol.III is an exclusive partnership with the German POP, an academy for popular courses.

In the summer semester of 2022, students from the AMD Academy of Fashion & Design, Deutsche Pop and Macromedia University of Applied Sciences created and submitted numerous creative and exciting concepts for the First Store Vol. IV retail competition. In the final jury meeting in mid-September, five finalists were able to present their concepts live in front of a top-class jury made up of various industry experts. The expert jury evaluated the concepts according to the degree of innovation, economic sustainability, and creativity of the concept, in addition to the quality of the application, and social media integration.

The winner: Sustainability event SELLPY x ALEXA

The winner was a team of three students from the Macromedia University of Applied Sciences in Berlin, who are rethinking the topic of second-hand with their SELLPY x ALEXA project. A sustainability production is planned in cooperation with the second-hand portal SELLPY.

First Store winners 2022: Therese Schumann, Murti Hofer, and Ella Bümming from Macromedia University of Applied Science in Berlin present their concept

The special characteristic of this project: The students were able to win over the largest Swedish second-hand online retailer, which has also been on the market in Germany as an online shop since 2020, to present itself as an offline sales location for the first time in ALEXA. “The five finalists presented great concepts in our jury meeting. The choice was not easy for us, but SELLPY x ALEXA impressed us the most on all points: The three students thought big and won the successful Swedish second-hand clothing supplier as a cooperation partner. Now I am looking forward to the sustainability staging in the center and excited to see what else the project brings to ALEXA”, said Oliver Hanna, ALEXA Center Manager.

Ralf Schaffuss, Head of Asset Management Retail Germany at Union Investment added: “It’s about time that the topics of sustainability and second-hand have emerged in mainstream media. That’s why we at ALEXA will focus more on this topic in the coming years, and the winning concept SELLPY x ALEXA fits perfectly into this strategy. We are pleased that with ALEXA we are once again the first company to venture into new territory because it will be the first offline event of the Swedish online second-hand portal. Additionally, we are of course curious to see how this modern sustainability staging will be received by the visitors of ALEXA.”

The three-day showing of the second-hand production project SELLPY x ALEXA fits perfectly with the young, hip target group of ALEXA and includes meet&greets with influencers, look-books in pop-up boxes, various event campaigns such as competitions and photo campaigns, as well as live DJs, according to the jury. The event is accompanied by a comprehensive social media campaign. The winning concept would like to further promote the topic of sustainability in the shopping range of ALEXA, support its social media awareness, and also make SELLPY’s sustainable concept better known in Berlin.


ALEXA greets more than 16 million customers annually. Whether for fashion, beauty, art, or food: With more than 170 shops, and an included number of 20 restaurants on more than 55,000 sq m, the shopping center is offering leisure and shopping opportunities for all ages, tastes, and budgets in the center of Berlin.

Learn more about First Store ALEXA: here


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