Shopping centres in the fast lane

Transcrição

€ 5 / CHF 8 / $ 7 / £ 4
The International Magazine for
Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
102
Book Report:
Shopfitting trends
Abercrombie & Fitch
in London
The new
Umdasch ShopShow
SHOP Inhalt
Contents
SHOP TALK mit Klaus Striebich über die Zukunft der
Shopping-Center – Seiten 14 – 15 SHOP TALK with
Klaus Striebich about the future of shopping centres –
pages 14 – 15
Shopping-Center bleiben auf der Überholspur – Seiten 6 – 13
Shopping centres in the fast lane – pages 6 – 13
SHOP REPORT: Abercrombie & Fitch, London –
Seiten 16 – 19 SHOP REPORT: Abercrombie & Fitch,
London – pages 16 – 19
SHOP CONCEPT THEMA: Buch-Report – Seiten 22 – 27
SHOP CONCEPT TOPIC: Book Report – pages 22 – 27
Inhalt
Contents
SHOP INSIDE
Editorial, Impressum, Leserservice
Editorial, Masthead, Reader service
Der Modellausschnitt aus dem
Visitor-Center lässt die
gewaltigen Dimensionen des
Projektes „Dubailand“ erkennen.
In 7 Shopping-Centern werden
mehr als 1.000.000 m²
Verkaufsfläche entstehen.
The model section in the Visitor
Centre gives an idea of the vast
dimensions of the “Dubailand”
project. More than 1,000,000 m²
of sales area will be distributed
across seven shopping centres.
4– 5
SHOP CONCEPT THEMA
Shopping-Center auf der Überholspur
Buch-Report
Book report
22 – 27
SHOP TALK
Klaus Striebich über die Zukunft der Shopping-Center
Klaus Striebich on the future of shopping centres
14 – 15
SHOP REPORT
Abercrombie & Fitch, London
16 – 19
SHOP PANORAMA
BiBA, Wettingen – Aldo, Newry –
Facona, Rankweil – Sharaf DG, Dubai
20 – 21
RETAIL REPORT
Finnland Finland
28 – 31
SHOP EVENTS
Umdasch ShopShow Amstetten
EuroShop, Umdasch Shop Academy, Termin-Kalender,
Neue Bücher, Adressen
EuroShop, Umdasch Shop Academy, Calendar of Events,
New Books, Addresses
SHOP aktuell 102
6 – 13
32 – 35
36 – 40
UMDASCH SHOP-CONCEPT 3
SHOP Editorial
Aus erster
Hand
From the
horse’s
mouth
Liebe Leser,
SHOP Inside
Reinhard Peneder
SHOP aktuell
Chefredakteur
Editor-in-Chief
diese Ausgabe von SHOP aktuell bietet Ihnen in Sachen Store Branding und
Shopfitting wieder vielfältige Informationen aus erster Hand. Brandneu ist auch
die Umdasch ShopShow, Europas ständig
aktuelle Ladenbau-Messe, am Standort
der Umdasch-Konzernzentrale in Amstetten/Niederösterreich. Zum Besuch dieser
Ausstellung darf ich Sie herzlich einladen.
Schon jetzt möchte ich Sie auf die
kommende EuroShop hinweisen, die vom
23. bis 27. Februar 2008 in Düsseldorf
stattfinden wird. An der global mit Abstand
größten und wichtigsten Ladenbau-Messe
erhalten Sie unter dem Motto „Trends in
Food and Non Food Retail“ bei Umdasch
auf etwa 1.000 m² ebenfalls Informationen
aus erster Hand. Top-Infos gibt es auch
bei den Shop-Expeditionen der Shop Academy, 2008 werden sie nach Dubai und
Las Vegas führen.
Dear Readers,
This issue of SHOP aktuell offers you
once more a wealth of first-hand information on the subjects of store branding
and shopfitting. Brand new, too, is the
Umdasch ShopShow, Europe’s permanently up-to-date shopfitting fair, located
at the Umdasch Concern headquarters in
Amstetten/ Lower Austria. I should like to
extend a personal invitation to you to visit
the exhibition.
I should also like to remind you that
the next EuroShop will take place between
23 – 27 February 2008 in Düsseldorf. It is
by far the largest and most important shopfitting fair worldwide, and here, too, you
will be able to gain first-hand information
from Umdasch. Our stand, covering some
1,000 m², will operate under the motto
“Trends in Food and Non Food Retail”.
Top information will also be provided on
the Shop Expeditions organised by the
Shop Academy during 2008, when visits
to Dubai and Las Vegas are planned.
4 UMDASCH SHOP-CONCEPT
Helmut Neher neu im
Umdasch-Vorstand
Helmut Neher joins
the board of Umdasch
Per 12. 9. 2007 wurde Dipl.-Volkswirt
Helmut Neher (50) in den Vorstand der
Umdasch AG, Amstetten, gewählt. Er
folgt dort auf Dr. Bernhard Ebner, der in
den Ruhestand getreten ist. Neher vertritt
im Umdasch-Vorstand die Belange der
Umdasch Shopfitting Group. Vorsitzender
des Vorstandes ist seit 1999 Generaldirektor Dr. Reinhold Süßenbacher, Ing. Josef
Kurzmann als drittes Vorstandsmitglied ist
insbesondere für die Doka Gruppe verantwortlich.
Helmut Neher kam 1992 zu Umdasch
und war seit 1995 Geschäftsführer der
Umdasch Shop-Concept GmbH in Neidenstein/Heidelberg. Mit 1. 1. 2007 wurde
er als Vorsitzender der Geschäftsführung
der Umdasch Shop-Concept GmbH in die
Konzernzentrale Amstetten berufen. Zweiter Geschäftsführer der Umdasch-Concept
GmbH Amstetten ist Dr. Josef Hackl. Die
Geschäftsführung der Umdasch GmbH,
Neidenstein, wird nun aus Michael Staller
und Klaus Haißer gebildet.
Der aus den Bereichen Doka Schalungstechnik und Umdasch Shopfitting
bestehende Umdasch-Konzern hat 2006
einen Umsatz von 891 Millionen Euro
(+ 23 %) erzielt. Dazu hat die Umdasch
Shopfitting Group mit 201 Millionen Euro
(+ 20 %) beigetragen.
On 12 September 2007, Dipl.-Volkswirt
Helmut Neher (50) was elected to join
the Board of Directors of Umdasch AG,
Amstetten. He replaces Dr. Bernhard Ebner, who has retired. Mr Neher will represent
the interests of the Umdasch Shopfitting
Group on the Umdasch board. Since 1999
Dr. Reinhold Süßenbacher has served as
the Chairman of the Board of Directors.
Dipl.-Ing. Josef Kurzmann is the third
Dipl.-Volkswirt Helmut Neher ist seit
12. 9. 2007 neu im Vorstand der
Umdasch AG. Dipl.-Volkswirt Helmut
Neher joined the Board of Directors of
Umdasch AG on 12 September 2007.
member of the board, with special responsibility for the Doka Group.
Helmut Neher joined Umdasch in
1992 and became Managing Director of
Umdasch Shop-Concept GmbH in Neidenstein/Heidelberg in 1995. On 1 January 2007 he was appointed Chairman of
the Board of Management of Umdasch
Shop-Concept GmbH at the company’s
headquarters in Amstetten. The second
Managing Director of Umdasch-Concept
GmbH in Amstetten is Dr. Josef Hackl. In
future Michael Staller und Klaus Haißer
will oversee the management of Umdasch
GmbH, Neidenstein.
The Umdasch Concern, consisting of
the branches Doka Formwork Technology
and Umdasch Shopfitting, achieved a turnover of 891 million euros (+ 23 %) in 2006.
The Umdasch Shopfitting Group contributed 201 million euros (+ 20 %) to this figure.
Leserservice Reader service
Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie sich per Fax oder Mail direkt an die Redaktion.
For further information on any of the topics in this issue of SHOP aktuell, please contact our editorial department by fax or e-mail.
Fax +43/7472/605-3722, E-Mail: [email protected]
Masthead
SHOP aktuell is published by Umdasch Shop-Concept. For addresses see back cover of magazine. Number 102/September 2007. German/
English edition. Price per copy: € 5, CHF 8, $ 7, L 4. Subscription price: € 20 for 5 consecutive issues (plus postage). Distributed free of
charge to Umdasch MDB members. Project management: Reinhard Peneder, Umdasch Shop-Concept, A-3300 Amstetten. Authors of this
issue: Reinhard Peneder, Sonja Scheidl, John Ryan, Petra Barth, Eva Raberger. Design: Matthias Koch, Denise Siegl. Photos/Illustrations:
Manfred Aigner, Nina Strugalla, Reinhard Peneder, Allianz Center Management, Abercrombie & Fitch, IG Immobilien, Thalia, Mathias Seiler,
ECE, Luis Paterno, RegioPlan, Handelsverband, Rita Nowak, Kreft, Corbis, Pukumies, Messe Düsseldorf, dlv, Zukunftsinstitut, HotsSaxClub,
Christoph H. Breneis, Archive. Translation: Jane Michael. Printing: LVDM Landesverlag Denkmayr, Linz. N.B.: Projects executed by Umdasch
are listed as such in the text or the photo caption.
SHOP aktuell 102
SHOP Inside
Neue Design-Kompetenz bei
Umdasch-Produktentwicklung
New design competence in
Umdasch product development
Ausgefeilte Funktionalität und zeitgerechtes Design bieten flexiblen Einsatz für
Kunden-Lösungen:
Aluminium pur – das neue Wandsystem arena alu kann hängend oder mit Steherfunktion montiert werden.
Vielfalt in 3 Profilen – beim neuen
Warenträger-Sortiment. Die innovative
Systemkonsole erlaubt Fachboden-Montagen ohne Verschraubungen.
Sophisticated functionality and contemporary design provide flexible opportunities for customer solutions:
Pure aluminium – the new wall system
arena alu can be suspended from the wall
or mounted as a free-standing unit.
Variety with 3 profiles – in the new
shelving range. The innovative system
consoles permit shelves to be erected
without screws.
Kundenfeedback mit
Konsequenzen
Customer
feedback
results
Ab Herbst 2007 im
Programm: arena alu.
A new addition to the
range from autumn
2007: arena alu.
ISO 9001:2000: Spitze als Gruppe
ISO 9001:2000: Top-quality group
Bisher waren Unternehmen der
Umdasch Shopfitting Group einzeln ISOzertifiziert worden. Das Ergebnis des
Gruppenaudits vom 7. bis 10. Mai 2007
an den Standorten Amstetten, Leibnitz,
Oberentfelden und Neidenstein bescheinigt nun der gesamten Gruppe die ISOTauglichkeit.
Mit Brief und Siegel: Die Umdasch
Shopfitting Group verfügt über ein
wirksames QualitätsmanagementSystem nach ISO 9001:2000.
It’s official: The Umdasch Shopfitting
Group possesses an effective qualitymanagement system in compliance
with ISO 9001:2000.
SHOP aktuell 102
Hitherto, companies within the
Umdasch Shopfitting Group were awarded their ISO certificates separately. As a
result of the group audit from 7 – 10 May
2007 in the company branches in Leibnitz,
Oberentfelden and Neidenstein, the entire
group has been awarded the certificate of
ISO proficiency.
Im Rahmen des Customer Care
Management misst Umdasch Shop-Concept systematisch die Kundenzufriedenheit nach verschiedenen Kriterien. Der
Rücklauf der Feedback-Bögen hat sich
zuletzt nahezu verdoppelt. Vielleicht liegt
das auch an den kleinen Preisen, die
Umdasch für diese Mühe regelmäßig verlost. Eine aktuelle Konsequenz aus den
Kundenanregungen ist eine übersichtlichere Gestaltung der Angebotsunterlagen.
Unser Tipp: Machen Sie gleich die Probe
aufs Exempel!
Within the framework of its customer
care management system, Umdasch
Shop-Concept systematically measures
customer satisfaction according to various
criteria. The number of returned feedback
forms has almost doubled of late. The
reason for this may lie in the small prizes
which Umdasch regularly raffles among
readers who take the trouble to reply. As a
result of recent customer suggestions we
have redesigned our offer documents to
make them easier to assess. Our tip: Why
not try it out?
SHOP Concept Thema
Shopping Centres
Text
Reinhard Peneder
Photos
Manfred Aigner, Luis Paterno, ECE, RegioPlan,
Allianz Center Management, Handelsverband, IG Immobilien
Why Shopping Centres will
continue to forge ahead
In the battle for locations, shopping centres will continue to forge ahead. This is true for the German-speaking
market as well as for many other European countries. The quality of the location itself, the more professional
infrastructure for retailers in comparison with shopping streets and skilful lobbying are just some of the reasons
for this development. Eastern Europe and Asia are even experiencing a real boom in shopping centres.
SHOP aktuell investigated the shopping and shopping-centre scene in order to bring you the latest details
regarding interesting facts and trends.
Actually, everyone is in agreement. TW maintains “Investors love
retail property”. ”No market saturation in sight” is the quintessence of the latest shopping-centre study published by the EHI,
and the UK retail publication RLI ran the headline “Europe’s centre boom“. The list of reports like these is almost endless, as is
that detailing new projects. The only voice of dissent is that of
“Die Welt” (26. 4.), which claims – referring to a study by PricewaterhouseCoopers – that “The era of the shopping centre is over.”
It is a fact that for many years now the retail trade’s turnover in
shopping centre locations has developed much better than in the
classic shopping streets. One reason for this is that the efficiently
SHOP aktuell 102
SHOP Concept Thema
Shopping Centres
Of the 70,000 m² area of the Limbecker Platz shopping centre in
Essen, 20,000 m² are reserved for the Karstadt Weltstadtwarenhaus.
There will also be a further 200 stores and shops.
managed shopping centres provide more professional infrastructure conditions than are possible in traditional shopping streets,
despite all the enthusiastic city-marketing activities in the latter.
With their love of city centres, the shopping-centre developers
have also filled a market gap and thereby taken the wind out of
the sails of many of their critics. They present themselves correspondingly with growing confidence. “We are caught up in a
battle of locations. Who – apart from the shopping centres – can
replace the attractions of the crisis-ridden department stores?
And who else is going to invest in the inner cities and bring innovation?“ asked Matthias Böning, board member of mfi at a symposium arranged by the F.A.Z. Institute.
COUNTLESS PROJECTS IN THE PIPELINE
Here at home, shopping centres are set to further increase their
market share. In the cut-throat competition between the various
locations it will not only be the shopping streets which will suffer
further losses, but the shopping centres will increasingly compete
against each other as well. There are countless projects in the
pipeline. The 384 large-size shopping centres in Germany (centres with at least 10,000 m²) will be joined by a further 64
SHOP aktuell 102
Mega-Malls (selection)
South
China Mall
Dongguan
PR China
900.000 m²
2005
Berjaya
Times Square
Kuala Lumpur
Malaysia
700.000 m²
2003
Siam Paragon
Bangkok
Thailand
500.000 m²
2005
Mall of Arabia
Dubai
UAE
1.000.000 m²
ab 2008
West Edmonton
Mall
Edmonton
Canada
350.000 m²
1981
Mall of America
Minneapolis
USA
390.000 m²
1992
Cevahir
Shopping Mall
Istanbul
Turkey
412.000 m²
2005
Bluewater
Kent
UK
312.000 m²
1999
SHOP Concept Thema
Shopping Centres
The Bullring in Birmingham is regarded internationally as the principal
role model for a city-centre shopping-centre project. Umdasch fitted
out the Selfridges department store inside the Bullring.
major projects over the next three years. The total area will thus
increase by 1.8 million m² from 12.1 million m² to approximately
14 million m². The trend towards city-centre complexes will continue unabated, with most of them covering an area of between
10,000 and 30,000 m². The undisputed market leader in Germany
is the ECE, with a market share of more than 20 %, followed by
Metro Group Asset Management (approximately 10 %).
Over the next years, it is realistic to expect an additional 100,000 m²
sales areas in shopping centres in Austria (38 projects with more
than 5,000 m²). The market share here is already very high at
approx. 20 %; there are already 2.9 million m² of rentable space
in shopping centres (N.B.: in Austria shopping centres with more
than 5,000 m² are taken into account. In fact the way in which
shopping centres are measured varies from country to country,
which makes direct comparisons difficult). Atrio in Villach, Murpark in Graz and the recently completed Stadion Center in Vienna
were among the spectacular new projects during 2007. It will be
interesting to watch further developments in and around the capital, since some of the larger shopping centres have definitely seen
better days. In Graz the existing remarkably high density of shopping centres will be given an additional impetus: The Shopping
City Seiersberg will be expanded by an additional 25,000 m²; in
spring 2008 the SC Graz Nord will open; and animated discussions are already being held regarding an ECE project near the
main railway station in Graz. On the Hauptplatz in Innsbruck the
site of the former Tyrol department store is to be given a new
shopping atmosphere; and in Salzburg everyone is looking forward to the conversion of the Airport Center into a FOC.
After a creative pause, another shopping centre project which
has attracted international attention has been completed in Switzerland in the form of Sihlcity in Zürich. In Schönbühl near Bern,
Shoppyland, a dinosaur of a shopping centre dating from the
1970s, is undergoing major renovation. It will soon have direct
competition in the form of “Westside”, a magnificent shopping
and leisure centre to the west of the city.
THE SUCCESS FACTORS
Location, easy access, visibility (awareness), parking facilities
(sufficient spaces, easy approach and exit, size, easy access
to the shopping-center entrances), atmosphere, infrastructure
(information system, clean WC facilities, children’s play area, leftluggage lockers ...), the “right” size, simple orientation (“ease of
navigation”), range of goods on offer and an appropriate brand
SHOP aktuell 102
SHOP Concept Thema
Shopping Centres
Coop and Peek & Cloppenburg are anchor tenants in the
architecturally interesting Sihlcity in Zürich. Also integrated
into the site is a Four Points Sheraton Hotel.
image are still important factors when it comes to the success
of shopping centres. Also important for many shopping centres
is the “bare bones principle” (as Wolfgang Richter calls it), which
proposes anchor stores from four different branches as a factor
likely to ensure success (e.g. food, fashion, sports, electronics).
Of course there are a number of individual factors specific to the
location and the market which need to be taken into account. In
any case, mistakes in the planning phase are difficult to correct at
a later stage. “If I only get the second-best location, that is often
the beginning of the end.” (Wolfgang Richter).
But even choosing the correct size can be fraught with problems.
Shopping centres which are too small usually lack the range of
stores required and thus the competence and attractivity needed
to really reach the targeted catchment area. Centres which are
too big, on the other hand, have problems with area productivity
and thus with profitable rental revenues.
WHAT THE TENANTS AND CUSTOMERS REALLY WANT
We discussed in detail the tenants’ necessary and desirable
demands of a shopping centre with Dr. Stephan Mayer-Heinisch,
President of the Austrian Trade Association and a man with extenSHOP aktuell 102
sive international experience in the retail business. Of course,
many of these requirements are identical with the success factors. But the details make his statements more concrete:
• Easy accessibility from near and far (approach and departure,
awareness)
• Convenient parking (free, lighting, wide but short access
routes)
• Orientation before and after entering the shopping centre
• Clear positioning (e.g. as specialist market, fashion centre,
neighbourhood shops, FOC)
• Mix of types of store in the same branch (e.g. small and large
stores) to increase the variety and selection
• Activities and measures to extend the length of stay (gastronomy, entertainment, possibly cinema, meeting point, marketplace, events)
• Positioning as “third place” (the shopping centre becomes
the third place – after home and work – where time is spent,
because visitors like the atmosphere)
• Simple retreat logistics (easy and uncomplicated transport of
purchases)
• Professional centre management (incl. appropriate marketing
and advertising activities).
SHOP Concept Thema
Shopping Centres
The largest shopping centres in Germany/ Austria/ Switzerland (by m² sales area)
Rang
Germany
Austria
Switzerland
1
Ruhr-Park EKZ, Bochum
126.000 m²
Shopping City Süd, Vösendorf/Wien
Shoppi&Tivoli, Spreitenbach
75.300 m²
2
Weserpark, Bremen
120.000 m²
Plus City, Pasching/Linz
124.500 m²
66.800 m²
EKZ Glatt, Wallisellen
43.400 m²
3
RheinRuhr-Zentrum, Mühlheim/Ruhr
100.000 m²
Shoppingcity, Seiersberg/Graz
57.000 m²
Avry-Center, Avry
43.300 m²
4
NordWestZentrum, Frankfurt/Main
90.000 m²
Donauzentrum, Wien
54.700 m²
Gäupark, Egerkingen
41.000 m²
5
Gropius Passagen, Berlin
85.000 m²
Huma Einkaufspark, Wien
43.200 m²
Sihlcity, Zürich
41.000 m²
6
Donau-EKZ, Regensburg
82.000 m²
Center West, Graz
36.300 m²
Centre Balexert, Genf
41.000 m²
7
Main-Taunus-Z., Sulzbach/Frankfurt
79.000 m²
Europark, Salzburg
36.200 m²
Shoppyland, Schönbühl/Bern
37.000 m²
8
Nova Eventis, Leipzig
76.000 m²
Uno Shopping Center, Leonding/Linz
33.000 m²
Marin-Center, Marin-Epagnier
33.000 m²
9
CentrO, Oberhausen
70.000 m²
Haid Center, Haid
32.200 m²
Emmen Center, Emmen
30.000 m²
10
Rhein-Neckar-Z., Viernheim
60.000 m²
Citypark, Graz
30.500 m²
La Praille Center, Genf
26.000 m²
Source: RegioPlan, own research.
MAJOR AND MINOR TRENDS
The trend towards city-centre projects will
continue, at least in the medium term. There
are several reasons for this: the sickly state of
the classic department stores, unused plots
of land and buildings and – last but not least
– the changing approach to zoning policies
of many states and communities. Here and
there, “railway station projects” may play a
role. Whether they will be as successful as
that in Leipzig, however, is debatable.
popularity. Experts agree that in general there
will be an overall increase in the design quality of shopping centres, particularly as regards
the architecture and the materials used. The
importance of the brand mix has taken over
from the classic branch mix. Strong brands
and shop brands are much in demand
– brands which are, quite simply, the best in
their category. They are the crowd-pullers in
today’s shopping centres.
Wolfgang Richter, DI, RegioPlan:
“Famous names help
orientation.”
With respect to the tenants’ requirements
regarding area and area format, two developments can be observed. On the one hand, there is an increasing demand for larger areas, in line with the saying “competence
needs space” (e.g. in the case of fashion stores, sports retailers,
and recently also in the fields of books and media). And on the
other, retailers are tending to segment their concepts in the interests of a more precisely targeted focus on a particular group of
customers. H & M, Esprit and Abercrombie are good examples of
this trend. This leads to a larger number of stores, to more variety
– which is also welcomed by the management of the shopping
centres in question.
No uniform picture can be discerned when it comes to opportunities for specialisation. In view of very different customer attitudes,
ECE, for example, remains highly sceptical of the Entertainment
Centre model. However, this approach must be viewed quite
differently in Southern Europe and in the U.S., but especially
in locations where completely artificial worlds are created. The
clear positioning towards luxury requires very, very large centres
of population. That works well, for example, in Florida, in Los
Angeles, in Tokyo, and of late also in Moscow. The AEZ in Hamburg recently attached a “Luxury Mile” and is doing well with it.
However, this type of positioning does not function everywhere
– as other examples prove. A tried and tested method involves
positioning according to type of centre and size: e.g. neighbourhood centre, regional centre, super-regional centre. The increasing involvement of service industries (hairdressers, banks, travel
agents, advisory servies in a variety of branches) is gaining in
CONCEPTS AGAINST UNIFORMITY
Shopping centres are frequently criticised for
contributing in no small measure to the uniformity of today’s shopping landscape. It is a criticism which they
refuse to accept. They point out that the degree of filialisation in
the main shopping streets is considerably greater than in the consumer temples. Furthermore, fringe branches, which have disappeared from the shopping streets because of rising rents, can be
found invading the shopping centres by force in the interests of a
comprehensive range of stores. RegioPlan boss Wolfgang Richter
points out another interesting aspect of this phenomenon. “The
retail trade would not be so uniform if consumers wanted it otherwise.” He believes that the famous names help consumers when
it comes to orientation.
Architecture is increasingly becoming an instrument by which
the shopping centres determine their profile. There have recently
been a number of positive examples of this trend. For example,
the Europark in Salzburg, which was recently singled out by the
International Council of Shopping Centers for the best extension,
not least for its impressive “oval architecture”. The Murpark in
Graz and the Atrio in Villach are also currently attracting attention for their unusual architecture. The Stadion Center in Vienna,
opened on 30 August 2007, offers a unique blend of architecture
and experience (design: Dr. Christian Mikunda) as a “third place”.
One attraction is the 23-metre-high ice falls made of 2,300 blocks
of clear and cloudy ice.
A highlight of contemporary shopping-centre culture is the
Europa Passage between Mönckebergstrasse and Binnenalster
SHOP aktuell 102
SHOP Concept Thema
Shopping Centres
The construction of the
Schloss-Arkaden in
Braunschweig, together
with the reconstruction of
the historic castle façade,
attracted international
attention. Umdasch ShopConcept was responsible
for the shopfitting of anchor
tenants like Pohland and
Humanic in the shopping
centre.
The architecture recalls the hull of a
ship. That is not a coincidence, since
the Europa Passage in Hamburg lies
on the Binnenalster.
The “Mall of the Emirates”
with its enormous ski hall and
225,000 m² of sales area is
currently regarded as the
most spectacular shopping
centre in Dubai.
in Hamburg, opened in October 2006 and covering an area of
30,000 m² (The administration of the centre is in the hands of the
Allianz CenterManagement GmbH). The shopping mall is up to
25 metres high and 160 m long. Particularly noticeable are the 21
slender, parabolic arches spanning all five floors and meeting in a
glass roof. The ECE is particularly proud of the Schloss-Arkaden
in Braunschweig, opened at the end of March 2007 and one
of the most ambitious town-planning projects in Germany. The
combination of 30,000 m² of sales area on three levels with some
150 shops, service stores, cafés and restaurants as well as 1,700
parking spaces with the façade of the residence of the Dukes of
SHOP aktuell 102
Braunschweig, originally built in 1833-1840 and demolished in
1960 but now rebuilt in meticulous detail is a unique example of
restoration. More superlatives can be expected in the “Limbecker
Platz” shopping centre in Essen; the opening at this historic location is planned for 2008/2009.
A further example of interesting architecture can be found in Sihlcity in Zürich, which also opened in March 2007. The management advertises it as the “smallest big city”. The project extends
over 40,000 m² and was built on the site of a former paper factory. The chimney was not demolished, but has become the
SHOP Concept Thema
Shopping Centres
Atrio in Villach, conceived by Spar, is attractive
because of its modern architecture. Transformed
from a department store to a Fashion Department
Store, Kastner & Öhler is an attractive anchor tenant.
shopping centre landmark. “A shopping temple with built-in parking problems” commented the Frankfurter Allgemeine Zeitung in its
issue of 21. 3. 2007 in view of the 850 parking
spaces permitted by the City of Zürich. What
the effect of this shortage will be and whether
the consumers really accept the Öffis is part
of the exciting experiment. Another project
which received an award from the ICSC is
the Dundrum Centre in Dublin. Incidentally,
Umdasch Shop-Concept was responsible
for the shopfitting of a number of attractive
stores within the complex.
THE INTERNATIONAL HIGHLIGHTS
Las Vegas and Florida are also appearing at
top speed in Shanghai and in the United Arab
Emirates. The catchment area of the target
group here is measured not in kilometres but
in flight hours. These destinations are also
exciting trend-setters when it comes to shopping centres, which are almost always linked
to huge multifunctional projects (holiday,
entertainment, gastronomy, shopping, sport,
and increasingly also art and culture).
Dr. Stephan Mayer-Heinisch:
“There is an enormous range
when it comes to store rents. It is
important that the tenants assess
their own position correctly.”
As always, the USA are the role models when it comes to the
development of innovative retail concepts and their dramaturgical staging. As far as shopping centres are concerned, they are
no longer the top address for trend scouts. The only spectacular
malls are the ones which open about every six months around the
vast hotel resort projects in Las Vegas and which in most cases
are designed around a theme. Global mega-hubs like those in
Dubai in particular provides an object lesson
par excellence in shopping-centre development. The participants in the Shop-Expedition
“Laden-Dramaturgie LIVE!” (Shop Dramaturgy
LIVE!) in March 2007 were able to experience
this at first hand (also in the March 2008 programme). Deira City
Centre, Dubai Festival City, Wafi Mall, Burjuman Centre, Mercato
Mall, Ibn Battuta Mall, Mall of the Emirates ... Here you can admire
virtually every imaginable and unimaginable facet of shopping
centre design, mostly in mega-format, and invariably occupied by
the Who’s Who of the global brand and retail scene. And the succession of new openings shows no sign of slowing down. Several
SHOP aktuell 102
SHOP Concept Thema
Shopping Centres
Day and night views of the Stadion Center in
Vienna. A media band with 1,000 LED-points
provides illumination and advertising surface.
Inside the centre there are ice falls.
hundred thousand square metres of sales area are in the pipeline,
but everything will be overshadowed by the Dubailand project,
the “Middle East’s answer to Disneyland”. The model in the Visitor Centre alone is worth millions (see page 2). The projects in
planning include more than a dozen theme parks, hotels with a
capacity of 53,000 rooms and seven shopping centres, including
the gigantic Mall of Arabia. The opening is planned in phases
from 2008.
There are also exciting developments in the East, in Russia and
the former CIS states. In recent years spectacular shopping centres have opened in Hungary, the Czech Republic and especially
Poland. It is no coincidence that the Center Zlote Tarasy in Warsaw received a Global RLI Award. The shopping scene in and
around Moscow is also noteworthy. Huge investment projects are
being rushed through in the Ukraine and Kazakhstan. There are
sufficient funds available for such projects; the biggest bottleneck is shortage of expertise on the subject of shopping centres.
The awarding of the Winter Olympic Games 2014 to Sochi will
provide further incentives. In any case, you will be able to read
more about the gold-rush atmosphere in the sphere of shopping,
shops and shopping centres in the Near and Middle East in the
next issues of SHOP aktuell.
SHOP aktuell 102
In connection with this article, SHOP aktuell talked to the following experts
or received written information from them: Benny Brückner (Sihlcity, Zürich),
Hermann Klein Ing. (IG Immobilien, Vienna), Dr. Stephan Mayer-Heinisch
(SMH.CON, Graz), DI Wolfgang Richter (RegioPlan, Vienna), Klaus Striebich
(ECE, Hamburg), Mag. Arndt Traindl (Retail Branding, Amstetten).
www.atrio.at
www.dubailand.ae
www.ece.de
www.ehi.org
www.europark.at
www.gcsc.de
www.handelsverband.at
www.icsc.org
www.malloftheemirates.com
www.murpark.at
www.regioplan.at
www.retailbranding.at
www.rli.uk.com
www.schlossarkaden.de
www.sihlcity.ch
www.shoppingcityseiersberg.at
www.shoppyland.ch
www.stadioncenter.at
www.twnetwork.de
www.westside.ch
www.zlotetarasy.pl/en
Atrio, Villach
Dubailand, Dubai/VAE
ECE, Hamburg
Europäisches Handelsinstitut, Köln
Europark, Salzburg
German Council of Shopping Centers
Österreichischer Handelsverband
International Council of Shopping Centers
Mall of the Emirates, Dubai/VAE
Murpark, Graz
RegioPlan, Wien
Retail Branding AG, Amstetten
RLI – Retail & Leisure International
Schlossarkaden Braunschweig
Sihlcity, Zürich
Shoppingcity Seiersberg
Shoppyland, Bern
Stadioncenter, Wien
Textilwirtschaft
Westside, Bern
Zlote Tarasy, Warschau
SHOP Talk
Klaus Striebich
Interview
Reinhard Peneder
Photos
Nina Strugalla
Klaus Striebich on the
future of shopping centres
Management contracts for 90 shopping centres, 22 more currently being built
or planned, 9,400 tenant/partners, 2,700,000 m² sales area, 10.4 billion euros turnover – those are the imposing
statistics which indicate the achievements of the ECE, part of the Otto empire. For many years the focus of the
company, founded in 1965 in Hamburg, lay in Germany; now they are also expanding rapidly abroad (the company
is currently active in 15 countries). Klaus Striebich has been the Managing Director in charge of property rental at
ECE since 2003. An energetic Swabian with a “classic ECE career profile” has extensive knowledge
of the international shopping and retail scene and is also a member of the Board of the
GCSC (German Council of Shopping Centers).
How do you see the potential in
Germany really?
To be fair, about 10 percent. Because, compared with England and other countries,
Germany has attractive and well established
town centres and district shopping centres.
“The life cycle of the concepts will
become substantially shorter.”
“In shopping
centres, the
most important
anchor is
variety.”
What is the current market share
of shopping centres in Germany,
measured against the total retail
turnover?
The current market share lies between 6
and 8 percent, based on the 360 – 380
relevant shopping centres. The figure is
relatively low compared with the rest of
Europe. In England and France, the figure lies at around 15 percent each. In the
United States it is as high as 60 percent. If
we compare ourselves with England, and
that is certainly realistic, then we have an
expansion potential of over 100 percent.
How is the productivity per square
metre in the shopping centres
developing in view of the stagnant
retail turnover figures and the
continuous expansion of available floor
area?
Strangely enough, the development is
positive. On the one hand, we always differ by about two to three percent from the
average retail development. And on the
other, a shopping centre mostly has good
contacts to the best store in each branch.
And then again, we can react faster than
the classic retail stores in the pedestrian
zone. There, leases generally have to be
fulfilled regardless of the success of the
enterprise. When a concept does less well
in a shopping centre, to use a euphemism,
we sit down together to analyse the reasons and agree on appropriate measures.
What does the market development in
other European countries look like?
It’s higher. In comparable West European
countries – France, England, Italy, Benelux
etc. – the density of shopping centres is
already higher than here. In Eastern Europe
the shopping centre location is extremely
important because there were previously
no comparable high-quality locations. The
shopping centres directly replace all previous locations.
Where does the ECE see the greatest
development potential for shopping
centres in Europe in the medium term?
In Germany there are about another 20 –
30 projects for us to carry out – and we’re
working on them, focusing on them. We
are very active in central Eastern Europe
and also see that as our core market. We
are already represented between Lithuania
and Turkey. At the moment we see Poland
as an excellent market with its 40 million
inhabitants and only a very low density of
shopping centres. For the past two years
we have also been active in Russian and
the Ukraine. Those are markets which will
prosper in the forseeable future.
In recent years there has been a major
trend towards inner-city shopping centres. Will this trend continue?
Definitely. There will be no change there,
because a centre also profits from an
inner-city location and the only advantage of the outskirts is that it is quick and
cheap to build there. People’s demands
as regards such factors as living – working
– leisure – shopping are definitely better
satisfied in the city centre.
How did things develop after the
opening of new inner-city shopping
centres? How has the retail scene
changed there?
It varies. Of course the central focus of
the town in question, in other words, the
customer loyalty, improved markedly. And
of course there are towns where locations
shift. Locations which are not competitive
deteriorate. I’d like to emphasise: Uncompetitive locations. Competitive locations,
however, will have been able to develop
in some cases. Braunschweig is a good
example of what I mean.
SHOP aktuell 102
SHOP Talk
Klaus Striebich
Which trends have you observed in
recent years with regard to tenants’
requirements regarding the sales area
and the amount of space needed?
It is fairly clear: tenants today are much
more demanding. This trend is more
noticeable in Western Europe than in
the East. In Western Europe, the average store size has increased by 20 – 30
percent. Tenants today have much larger and
wider ranges of goods and present them in
more eye-catching ways.
What are the strategies and concepts
which Pohland follows when designing
its stores?
The essential, most important aspect is
that the customer should feel at home in a
Pohland store. He must sense that he will
be well looked-after. For this, the interior
design must be right; on the one hand it
must be modern, but on the other it must
also convey a sense of cosiness.
Do you not get the feeling here that in
this age of concept segmentation the
pendulum is swinging back in the other
direction, expecially in the fashion
branch, for example?
That’s a good example, and you are quite
right. That is what we like to see – and our
customers too, in fact. The real advantage
of a shopping centre or a good location is
the variety. Theoretically you could cover
all requirements with a food store, a shop
selling fashion and textiles, and an electrical goods store. The main thing is that all
ranges of goods are available in breadth.
The real talent, however, lies in the depth.
In the old days, 100 – 130 shops were the
non plus ultra in Germany. In the AEZ over
there (N.B.: Alstertal-Einkaufszentrum) there
were no fewer than 160. With the extension
we have increased the number of stores
by 50 percent and now have no fewer than
240. People have become more consumeroriented, so we have become better able to
cope. We have brought in many more extensive ranges; we can offer a large number of
mono-label stores. The customer likes that
– segmentation is very fashionable at the
moment. Hennes & Mauritz is a good example: apart from their classic store, they have
separate shops with different themes. You
can also see the same trend at Esprit and
other brands.
What are the current criteria for
success as regards the mixture of
branches and tenants, and who are the
classic anchor tenants?
SHOP aktuell 102
“Have you ever tried to find a toy shop in the pedestrian area?“
Today there aren’t really any classic anchor
tenants as such. The most important anchor
is “variety”. Anchor tenants are always
equated with large-scale retailers. In Germany the department store as such is no
longer appropriate, nor is a general store or a
self-service store. Magnets today are essentially fabric and fashion stores such as H&M,
Zara, Appelrath & Cüpper, Ansons, Pohland.
In the hardware sphere it could be the largescale retailers in the fields of books, sport
and electrical and electronic goods. Then we
can continue with the specialist stores such
as Humanic in the shoe branch. And there
are also the young, vertically-oriented fashion retailers who nowadays need store areas
of up to 2,000 m². In the food sphere people want above all fresh goods – not tins for
60 cents.
Hasn’t the branch mix developed in
general in the direction of brand mix?
Definitely. When we conduct an in-depth
study we find that brand labels are more
important than no-name shops. The classics must be there too, like Esprit, S. Oliver,
Mexx, Gant, Tommy Hilfiger, Marc O Polo
etc. This development can already be
observed in all branches.
What are the prime success factors for
shopping centres?
Location quality, accessibility, visibility, infrastructure, adequate size, variety,
brand message.
ping centres as regards tenant mix and
appearance. How do you see this?
I see it quite differently. It is a fact that the
filialisation of pedestrian areas such as
those in Cologne, Frankfurt or Düsseldorf is as high as 80 – 90 percent. In the
ECE-centres, the average rate is currently
56 percent. Then you can add approximately
25 percent regional chains and the remaining 20 percent are classic individual retailers.
So we have a level of filialisation which lies
30 percent below that of the pedestrian areas. Which is quite logical. Or have you ever
tried to find a toy shop, a photo shop or a
stationer’s in the pedestrian area? You will
be unlucky. Why? Because the landlords in
the pedestrian area say that they will let their
store to the retailer who can pay the highest
rent. And that is usually not the toy shop, but
rather the XY chain. We, on the other hand,
need the toy shop in order to be attractive
in all areas, and we are prepared to accept
the costs.
What will be the main shopping-centre
trends in the next few years?
The shopping centres will offer a wider
variety of goods. Last but not least, the
trend towards segmentation will lead to an
increased number of shop units without
going wild. The design and architecture of
the shopping centres will become more
attractive. We shall see more show and theatrical elements. The life cycle of the concepts will become substantially shorter, and
stores will change hands more frequently.
Complaints are often heard regarding the
uniformity and interchangeability of shopUMDASCH SHOP-CONCEPT 15
SHOP Report
Abercrombie & Fitch
Text Text
John Ryan
Fotos Photos
Abercrombie & Fitch
Large monochrome graphics fit with the plain wood fixturing and allow the brightly-coloured merchandise room to breathe.
Darkness at noon
Abercrombie & Fitch’s recently-opened London flagship has all the
elements you’d expect of a store for the young and good-looking.
John Ryan pays a visit.
Consider the advantages. You’re going to set up shop in a
beautifully proportioned two-floor townhouse ( at one point in
its almost 200-year old history, a branch of the Bank of England), built in the classical style, in one of the most exclusive
areas of a world city. It is only about 60 seconds on foot from a
large upscale shopping street and less than five minutes from a
world famous tourist destination.
The retailer is Abercrombie & Fitch, the purveyor of preppy
American fashion, and the shop is its recently-opened flag16 UMDASCH SHOP-CONCEPT
SHOP aktuell 102
SHOP Report
Abercrombie & Fitch
Oxford
Circus
Old Bond St.
Old Bond St.
Old Bond St.
Piccadilly
Circus
Old Bond St.
Old Bond St.
Old Bond St.
Old Bond St.
Externally, the
Abercrombie & Fitch building
is an elegant 18th century
London townhouse in one of
the city‘s grandest streets.
ship store in London’s Burlington Gardens. This is a mere hop,
skip and a jump from Regent Street and if you walk just a little
further you’ll find yourself at Piccadilly Circus, the geographical centre of the city. Until Abercrombie & Fitch decided that
this would be a good location for its first store outside North
America, this was a showcase for the collections of German
designer Jil Sander and was famous for its pared-down minimalist interior.
And here lies the challenge for any retailer aspiring to occupy
this 20,000 sq ft space. At first glance it would seem a smart
move to open up in an architecturally grand and imposing
space, but it also contains the seeds of a problem. If you are
a fashion retailer, just how do you make your ranges stand out
amid this kind of backdrop and how can you create an interior
that will not be overawed by its surroundings?
SHOP aktuell 102
EVERY MAJOR PERFORMANCE REQUIRES A PRELUDE.
For anyone walking between the Ionic pillars that form the classical entrance to the Abercrombie & Fitch store, the answer would
seem to be to plunge the entire interior into darkness. This is
the first impression. There is, admittedly, a decompression zone,
a sort of precursor to the main action, which takes the form of
an antechamber before you access the shop proper. This foyer
is a twilight zone with glass cabinets filled with antique sporting
accessories including skis of the type that your grandfather might
have used to schuss down the nearest Alp.
The cabinets themselves are a mixture of lattice-work glass, set
in wood frames, and large panes of glass with something of the
museum about them. Shopfitting on this project has been carried
out by Umdasch, so you’d expect a high standard of workUMDASCH SHOP-CONCEPT 17
SHOP Report
Abercrombie & Fitch
manship and finish. You are not disappointed. High standards
prove to be a recurring theme throughout the shop.
And so on to the main event. Passing through the door frame
that separates foyer from store, the immediate sensation is of
contrast. There are jewel-like areas of light and what appear to be
zones of almost complete darkness. As the eyes become accustomed to the lighting scheme, it is apparent that this is not the
case.
THE PERFORMANCE – PRESENTED IN THE RIGHT LIGHT
Most stores work by having a set standard of ambient light and
then highlighting the merchandise, usually from overhead, using
a series of spotlights. Abercrombie & Fitch is in fact no different
from this, except that the level of ambient lighting is very much
lower than in other stores.
Abercrombie & Fitch - facts and figures
Sales for year to end Jan 2007: $3.318 billion
Net profit for period: $422.2 million
Chairman and CEO: Michael Jefferies
Total number of employees: 86,400
Current store numbers: around 950 in North America and 1 in Europe (London)
Corporate head office: New Albany, Ohio, USA
London:
Store address: Savile Row, London
Architecture and store design: in-house by Abercrombie & Fitch
Store build and fit-out: Raylian, London
Shelving and free-standing tables: Umdasch, Amstetten
The other golden rule of lighting is that if you have large windows,
and this shop certainly does, you allow natural daylight to flood
the interior. Here, the store designers at Abercrombie break with
tradition. The stone window frames are clearly visible as you walk
around the interior, but they have black-out screens in front of
them, ensuring that the level of light inside the building is at the
discretion of Abercrombie & Fitch rather than the exterior environment.
contain multiple shelves. Rather than lighting these internally,
Abercrombie & Fitch has worked with Umdasch to insert microspots within the wardrobe frames, one each side of every shelf.
The effect is a series of pinpoint beams that pick up on the predominantly bright colours of the stock that is on display. The
wardrobe fixtures are also used to divide up much of the space
on the ground floor. As many of them reach up towards the first
floor, the upper shelves function more as display and forward
reserve than selling area. This has given those charged with layout the choice of natural baffles and the ability to create rooms,
fostering the sense of a series of collections.
As a result of the extreme contrast between light and dark, the
most obvious feature is the merchandise. For the most part, it is
housed in tall, slim, open-fronted dark-wood wardrobes which
For those who can tear their eyes away from the drama of the
merchandise and the way that it is displayed, it is worth taking a
moment to look up. This being a Georgian townhouse, there are a
The low level of ambient lighting contrasts sharply with the internally-lit cabinets. This is a store where the product is the hero, but within heroic
surroundings.
SHOP aktuell 102
SHOP Report
Abercrombie & Fitch
As well as the glass-fronted cabinets, stock
is displayed on tables throughout the shop,
creating an additional internal landscape.
The moose, part of the Abercrombie & Fitch
brand, is given physical expression in the London
flagship, extending from the perimeter in a surreal
fashion. The image of a country home is strong.
series of small cupolas and these have been used as focal points
for theatre-style lighting rigs that are suspended throughout the
store at high level.
It’s also worth noting the denim shop, located directly beyond the
store entrance. Not often that denim is the forward merchandise
feature of a fashion shop, but Abercrombie uses curved glass
cabinets and a dark wall to show off its artfully arranged displays
of jeans. As everywhere else in the shop, pricing is tastefully lowkey, but this kind of luxury does not come cheap.
Shoppers reach the first floor via a sweeping stone staircase set
around an atrium. In the centre of this atrium is a black sculpture
of an athlete, striking the kind of pose that is mirrored by the turn
of the century-looking murals depicting groups of sporting young
men taking a break from physical activity.
Upstairs the story is the same as downstairs, although the bulk of
what is on offer is for women on this floor. Once more the darkness of the environment is offset by the brightly-lit cabinets and
small room after small room.
the temple of their favourite brand. At quite another, through its
deployment of carefully fashioned fixturing, it works as a voyage
of discovery where the shopper is made to feel that they have
chanced upon yet another room containing objects of desire.
There is little sense of in-store navigation about this shop – that
would defeat the purpose of low lighting and might smack of
putting customers in the position of being over-directed.
As in its American outlets, Abercrombie & Fitch has recruited a
team of unusually good-looking young men and women to act as
“models” and staff. But on balance, it need hardly have bothered.
This store interior is even more glamorous than the people who
have been employed to look pretty within it.
Abercrombie & Fitch has said that it intends to expand its overseas operations. In May, CEO Mike Jefferies commented: “We‘re
making a lot of money in London and anticipate doing that everywhere we go.” On the evidence of the London flagship, this
seems an entirely realistic prediction.
ADDITIONAL SETTINGS FOR GLAMOROUS JOURNEYS OF
ADVENTURE
At one level, Abercrombie & Fitch’s London emporium works
as a kind of temple where the faithful can come and worship at
SHOP aktuell 102
SHOP Panorama
Aldo goes Europe
Nach dem erfolgreichen Markteintritt
in UK expandierte das US Schuh- und
Leder-Label Aldo im Laufe der letzten Jahre in mehr als 35 Länder weltweit. Darunter Australien, Israel, Polen oder auch die
Schweiz. Bei der Realisierung der Pläne
für den Shop in Newry, Nordirland, setzte
Aldo bereits auf das internationale Shopfitting-Know-how von Umdasch. Im 80 m²
großen Store legte man daher besonderen
Wert auf anspruchsvolle Warenpräsentation für die modische und anspruchsvolle
Zielgruppe.
Following its successful launch on
the UK market, the US shoe and leather
brand Aldo has expanded in recent years
into more than 35 countries worldwide.
These include Australia, Israel, Poland and
Switzerland. In order to realise its plans
for the shop in Newry, Northern Ireland,
Aldo relied on the international shopfitting
expertise of Umdasch. In the 80 m² store
particular importance is attached to exclusive goods presentation for a fashionable
and discriminating target group.
Regale in Schrankoptik und Präsentationstische
verhelfen zu einer klaren Sortimentsaufteilung. Im
Mittelraum setzt Aldo auf Accessoires und aktuelle
Angebote. Shelves which look like cupboards and
presentation tables help to provide a clear overview
of the goods on offer. In the centre of the store Aldo
focuses on accessories and current offers.
MORE NEW STORES&SHOPS ON WWW.UMDASCH-SHOP-CONCEPT.COM (REFERENCES)
ALDO, NEWRY; APOTHEKE ALTSTETTEN, ZÜRICH; APOTHEKE BUCHS, BUCHS; APOTHEKE DR. STOFFEL, RAPPERSWIL; BIBA, WETTINGEN; BLARNEY WOOLLEN MILLS, TIPPERARY; CHRIST, ZÜRICH; CITÉ MARILOU, MOSKAU; COOP CITY JAMIE OLIVER, ZÜRICH; COOP VITALITY APOTHEKE,
ZÜRICH; DUTY FREE, MOSKAU; FACONA, RANKWEIL; FARMERS PHARMACY, DUBLIN; ION GORBUSCHKIN DWOR, MOSKAU; KUNZ APOTHEKE, AESCH; MAYERSCHE, NEUSS; MEADOWS & BYRNE, DUBLIN; MEISSNER BÜCHER, BRUGG; PARIS GALLERY, ABU DHABI, DUBAI; PUKUMIES, KOTKA;
RESPUBLIKA TWERSKAJA, MOSKAU; RÖSSLITOR, ST. GALLEN; SHARAF DG, DUBAI; SIHLFELD APOTHEKE, ZÜRICH; TUMI, BICESTER; WACHTER,
WINTERTHUR; WELTBILD, BASEL; WITZIG RHYSTROSS, FRAUENFELD …
Weiß ist das neue Schwarz
White is the new black
Weißer Boden, weiße Decke, weiße
Warenträger, sogar mit weißem Leder
ausgestattete Umkleidekabinen – die
Trendfarbe des Ladenbaus ist im neuen
Facona-Store in Rankweil omnipräsent.
Mit Umdasch Shop-Concept an Bord
schaffte man einen eleganten und stilvollen
Laden, der namhafte Brands wie Diesel,
Mac oder Miss Sixty beherbergt. Auf
Basis der Umdasch-Systeme Classic und
Varo wurden im 500 m² großen Shop
maßgeschneiderte Lösungen eingesetzt.
White floor, white ceiling, white shelves
– even changing cabins lined with white
leather – the shopfitting trend colour is
everywhere in the new Facona store in
Rankweil. With Umdasch Shop-Concept
on board, an elegant and stylish shop was
created which offers famous brands such
as Diesel, Mac and Miss Sixty. Tailor-made
solutions based on the Umdasch systems
Classic and Varo were employed in the
500 m² sales area.
Ein harmonisches
Spiel aus Licht und
Schatten setzt die
Ware gekonnt in
Szene.
A harmonious
interplay of light and
shade provides a
sophisticated setting
for the goods.
SHOP aktuell 102
SHOP Panorama
Blarney Woollen Mills, Ireland: Irish homewares for the Irish
At around 10 minutes drive from Dublin airport, the two-floor, 1,500 m² Blarney Woollen Mills store is close to one of
Europe’s most vibrant cities. This is a large
outpost of one of Ireland’s fastest growing homewares specialists with operations
across the country and online.
Umdasch first worked with the County Cork-based retailer on its Meadows &
Byrne store in Carrick on Suir. The level
of expertise and know-how that was
delivered in Carrick ensured that the production and installation of equipment at this
latest location would also be conducted by
the pan-European shopfitting and project
management giant.
With everything from clean, white
centre-floor tables to the bleached birchveneer fixtures that are the cash-desks,
this is a shop where a premium has been
placed on design: Irish design. Completed
in November, Blarney Woollen Mills looks
set to be the natural destination for those
seeking products with a distinctly Hibernian twist.
Blarney Woollen Mills looks set to be the natural destination for those seeking products with a distinctly
Hibernian twist.
Travel Shop: Dublin airport. Retail on the move
Creating an effective shop for airport
travellers presents two major challenges
for any potential retailer.
The store fit-out has to be slick enough
to stop shoppers with only a few minutes
to spare and owing to the highly branded
nature of this form of retail, it will usually
mean higher than average deployment of
light-boxes and messaging.
For Umdasch, working on the 520 m²
travel shop at Dublin airport has meant
manufacturing, delivering and installing a
massive variety of unitry as well as working with local architects, Douglas Wallace,
to create bespoke equipment by modifying
elements from the Umdasch range.
The outcome is a shop with everything
from standard gondolas featuring integral
light-boxes, right the way through to circular and elliptical fixturing – real eye-catchers for shoppers on the move.
SHOP aktuell 102
With the execution of this project at
Dublin Airport Umdasch confirmed
its prominent position in the
international travel retail business.
UMDASCH
UMDASCHSHOP-CONCEPT
SHOP-CONCEPT 20a
18
SHOP Talk
Ben Hiley
Interview
John Rya
Photos
Manfred Aigner
Putting shopfitting
to work in the
21st century
Umdasch set up a UK office in 1999 and managing director Ben Hiley has been at the helm from the outset.
Welsh and proud of it, Hiley has a family background in the retail trade, but is an engineer by training with
more than 20 years experience in the shopfitting industry. Temperamentally, this makes him well-suited to
the increasingly broad range of demands placed upon store fit-out companies. He started Umdasch UK
from humble beginnings and it now operates as an outpost of the Austrian shopfitting giant from purposebuilt offices in Oxford. Shop Aktuell talks shop to a man on a definitemission.
Why Umdasch?
One of the attractive things about Umdasch
from my point of view is that they actually
train people in the psychology of retailing.
It means the whole Austrian production process we draw on, has a logic that
underpins it.
But haven’t UK shop equipment manufacturers been under pressure?
If you look at the so-called metal-bashers
in the UK, they’ve gone. Even the small
guys no longer operate. So the traditional
suppliers of equipment that made items to
somebody’s design in the UK just aren’t
around.
“Companies are going to have
to work out how to transpose
skills into new markets.”
“In the UK, it’s
quite normal for
brands to reinvent
themselves every
couple of years.”
So where does that leave Umdasch
UK?
It isn’t just a case of manufacturing to
drawings. We have a great level of creativity in this country, but the people who serviced that creativity are no longer there. This
means that UK shopfitting is a different
industry to what it was. Umdasch is actually in a strong position to fill that gap.
Does the modern manufacturer have to
be all things to all people?
There’s a dilemma facing big manufacturers like Umdasch. Sometimes there is a
need to split into different areas in order to
concentrate on different levels of the market with different timings and pressures. If
you look at the markets that are emerging
in India for instance, they’ll want to have
20b UMDASCH SHOP-CONCEPT
the design input, but may not want to pay
the prices the cost of manufacturing in
Europe. So companies are going to have to
work out how to transpose skills into new
markets. Wherever you are, I see it as being
a matter of working with people who have
creativity in a market and then they can
use our knowledge of the retail industry to
make things happen. I think there will be a
lot more alliances than there have been in
the past.
Where does that mean that shopfitting
is heading?
It’s certainly going into areas of specialization. Such is the speed of retail change that
it’s very difficult to put a standard profile
on a company and stay with it for ever. A
lot of our manufacturing was built on tradition. Companies like Marks & Spencer had
a tradition of supporting British industry,
but they can no longer do that because of
price. So Umdasch has spread worldwide
in order to be able to follow brands. We
follow brands closely so that we can work
with them at a strategic level, in the UK as
much as anywhere else.
And is the UK different from continental Europe?
Yes, definitely. Traditionally, in Europe it’s
very often been the shopfitter that has
decreed what a store looks like and it’s been
based on established systems. The logic in
the UK, and increasingly worldwide, is that
retailers take a design, use it for a while and
then morph it into something else. In the
UK, it’s quite normal for brands to reinvent
SHOP aktuell 102
SHOP Talk
Ben Hiley
themselves every couple of years. Systems
don’t cope too well with that. To succeed
you have to be flexible and able to adapt
quickly – as quickly as the retailer.
There are a lot of retail designers in
the UK. What about the relationship
between shopfitter and designer?
It’s quite similar to the way that you have to
work with retailers. London has 60, maybe
even 70 per cent of the most influential
designers on the planet. So guide them,
make sure the shelf is strong and cheap
enough, but never ever, ever, try to alter
that shelf! It’s designed to look that way,
because the designer is responsible for
putting together that retail brand piece by
piece. You’ve got to work with people.
Which project are you most proud of?
“I don’t think in reality that we’ve ever done
a bad project.” That sounds fine, but strip
away the gloss and Hiley finally admits that
he as a job that he looks at fondly: “One of
my favourite projects was Best Menswear
in Ireland. It involved using virtually every
skill that Umdasch had to offer, from day
one. We sat with them, took apart their
offer, bit by bit: found out what they wanted
and we have evolved that design over six
years. So I would say the long-term relationship that we have built up with Best is
what I’m most proud of.”
So what does the future hold for retail
and Umdasch in the UK?
I think that shops are going to change.
They will become more and more places
where you go for an experience - to be truly entertained. As far as shopfitting goes,
the industry today is not the industry that I
remember when I joined. There has certainly been a shift towards smaller companies
with a high skill base that can adapt quickly.
In the UK, that’s what Umdasch does – but
with the backing of a very large company.
You can be five to ten people-strong and
SHOP aktuell 102
“We see that as the future: building strategic relationships.”
still satisfy the requirements of multi-outlet
retailers. We’ve got the five manufacturing
plants in Europe that can satisfy a broad
raft of our customers, but it’s the level of
detailing that means you can walk into a
store that has been fitted by Umdasch and
recognize that there is something different.
Ultimately, if you’ve working with a retailer in a particular market, they want one
designer and one shopfitter to build it. We
see that as the future: building strategic
relationships.
– and for the simple reason, as he remarks,
that at the better end of the retail market
you need to be sure of a consistency of
retail delivery. To judge by his hit rate to
date – Umdasch UK seems adept at managing to provide this.
Umdasch UK clients
Hiley lists Umdasch’s UK and Ireland client
base and it begins to sound like a list of
retail’s great and good… “Nike, Harrods,
Selfridges, Brown Thomas, Abercrombie &
Fitch – they tend to be top-end.” They do
UMDASCH SHOP-CONCEPT 20c
SHOP Panorama
Polo Ralph Lauren, Bicester Village –
New England in England
The clearly structured appearance of the range and the classic shopfitting elements
result in a harmonious overall presentation.
For long associated with clean-cut New
England style, Polo Ralph Lauren shops
have about them the feel of a gentleman’s
club – the kind of place you visit after stepping off your yacht. Translating this into
retail form is never easy and the brand’s
branch at the Bicester Village outlet centre,
with fixtures and fittings by Umdasch, is no
exception.
That said, this is a shop where the
cleanness of execution and solidity of the
dark-wood perimeter wardrobes, contrasting with the plain white walls, brings to
mind an environment that has been around
far longer than the year or so that it has
been open. As a brand, Polo Ralph Lauren
exercises very tight control over the manner in which its products are displayed. The
Bicester Village shop show how this works
to advantage.
Tumi, Bicester Village – luxury in an
out-of-town environment
In 2006, Undasch was retained by
American travel goods brand Tumi to equip
a store that it had leased at Bicester Village,
an outlet centre in Oxfordshire, UK. Bicester is the UK’s most upmarket factory outlet
centre and strict conditions are placed on
the appearance of any brand or retailer that
chooses to set up shop in the scheme. For
Tumi, this meant that its 80 m² store would
have to display the same quality as any of
its high street branches with open-fronted
wooden cabinets recessed into the walls
and minimalist glass and matt-metal centre-floor fixturing.
It would be far from uncommon to find
a shop of this quality in some of Europe’s
better shopping streets. It is a mark of
the understanding that was established
between Umdasch and Tumi that it is also
found in an outlet centre.
The entire bamboo-style shopfitting system was specially designed for Tumi.
Varo, the stainless steel system by Umdasch, provides an interesting contrast
to the wood.
20d UMDASCH SHOP-CONCEPT
SHOP aktuell 102
SHOP Panorama
Unverwechselbarer Marken-Auftritt
Distinctive Brand Presentation
Der BiBA Shop setzt
Highlights – das schlangenförmige Regal ist
ein absoluter Blickfang
und dient gleichzeitig
als Präsentationsfläche
für Legeware. The BiBA
Shop sets highlights – the
curving shelf is both eyecatching and practical
as it serves as a display
surface for goods.
Der neue BiBA Shop in Wettingen,
Schweiz, überzeugt durch konsequentes Store-Branding (Konzept Schwitzke &
Partner). Rundum beleuchtete Wandelemente im markentypischen Gelb setzen
Akzente und harmonieren mit den warmen
Holztönen. Die 87 m² wurden auf Basis
eines Schwitzke-Konzeptes von Umdasch
Shop-Concept geplant und im Anschluss
von der Decke bis zum Boden vom Shopfitter eingerichtet. Die Marke BiBA steht für
einen femininen, selbstbewussten Look.
The new BiBA Shop in Wettingen,
Switzerland, convinces by means of its
consistent store branding (concept: Schwitzke & Partner). Illuminated wall units in
the brand’s characteristic shade of yellow
set accents and harmonise with the warm
wood tones. The 87 m² sales area was
planned by Umdasch Shop-Concept on
the basis of a concept by Schwitzke and
then fitted out by the international shopfitters from floor to ceiling. The BiBA brand
stands for a feminine, self-confident look.
Der smarte Loungebereich lädt die BiBA
Kundinnen zum Verweilen ein. The chic lounge
area encourages BiBA customers to take a break.
Elektro-Branchenkompetenz auf 3.000 m²
Expertise in the electrical branch across 3,000 m²
Mehr als bloß ein
Elektrogeschäft – Sharaf DG
sieht sich als „a new lifestyle
experience“ – das Store Design
transportiert diese CI.
More than just an electrical
store: Sharaf DG sees itself as
“a new lifestyle experience“,
and the store design conveys
this CI.
Umdasch zeichnet nicht nur für die Einrichtung des Stores im Deira City Center – hier im
Bild – verantwortlich, sondern stand auch im Times Square Center (Flagship) als Ladenbauer
zur Seite. Umdasch was not only responsible for the shopfitting of the store in the Deira City
Center, seen in the photograph; it also provided shopfitting assistance in the Times Square
Center (flagship store).
SHOP aktuell 102
Im April 2007 öffnete Sharaf DG im
Deira City Center seine Pforten. Sharaf DG
zählt zu den größten Elektro-Retailern in
den VAE. Umdasch Shop-Concept konnte bei diesem Projekt einmal mehr Branchen-Know-how und Flächenkompetenz
unter Beweis stellen. Auf 3.000 m² ist ein
Fachmarkt mit einer sehr umfangreichen
Produktpalette entstanden. Zum Einsatz
kam im gesamten Shop das EinrichtungsSystem Europa.
Sharaf DG opened its doors in the Deira
City Center in April 2007. Sharaf DG is one
of the largest retailers of electrical goods
in the United Arab Emirates. For Umdasch
Shop-Concept it was another opportunity
to demonstrate its branch expertise and
skills in large-scale projects. A specialist
store with a very wide-ranging product palette has been created across a floor area
of 3,000 m². The shopfitting system Europa
was used throughout the store.
SHOP Concept Thema
Buch-Report Book report
Text Text
Reinhard Peneder
Das Hamburger „Flagship“ der Thalia in der Europa Passage ist als typisch Hamburger
Buchhandlung positioniert. Eingerichtet wurde das Projekt von Umdasch Shop-Concept.
The Hamburg flagship of the Thalia group in the Europa-Passage is placed as a typical
Hamburg bookshop. The project was executed by Umdasch Shop-Concept.
Harry Potter oder
Die Kunst der Inszenierung
Konzentration, Verdrängungswettbewerb und Multi Channel Retailing sind auch im Buchhandel aktuelle
Themen. Thalia, Hugendubel & Co. rittern sich in den deutschsprachigen Ländern um die Poleposition – ein
Spiegelbild des Wettbewerbs der Verlage. Vor diesem Hintergrund hat SHOP aktuell drei Experten
über Sortiments- und Gestaltungstrends befragt. Die Aussagen machen eines deutlich: Im Zeitalter von
Harry Potter ist „Die Kunst der Inszenierung“ angesagt.
Der deutsche Buchmarkt konsolidiert sich langsam. 2006 wurden
nach Berechnungen des Börsenvereins mit Büchern 9,3 Milliarden
Euro Umsatz gemacht, 1,1 % mehr als 2005. Erfreulich auch die
Perspektiven für 2007. Nach Umsatzrückgängen zu Beginn des
Jahrzehnts erwirtschaftete die Branche zum dritten Mal in Folge
ein leichtes Plus. Davon haben in erster Linie die großen AnbieSHOP aktuell 102
SHOP Concept Thema
Große Flächen – in der
Thalia-Buchhandlung sind
es 1.800 m² – ermöglichen
durch geschickte
Gliederung differenzierte
themenspezifische
Inszenierungen.
Large areas – in the ThaliaBuchhandlung they amount
to 1,800 m² – permit a
varied range of subjectspecific arrangments by
means of skilful subdivisions.
ist der Thalia gelungen: Im Zuge einer strategischen Partnerschaft
übernimmt sie ab 1. Februar 2008 die Buchabteilungen in 89
Karstadt-Warenhäusern und betreibt sie exklusiv unter Thalia.
Nahezu alle wichtigen Anbieter haben sich zu Multi-ChannelPlayern entwickelt, d. h. sie sind neben dem stationären Geschäft
auch per Katalog bzw. als Online-Anbieter präsent.
Und die mittleren und kleinen Buchhandlungen? Sie haben ihre
Chancen in der Nische und in der Spezialisierung. In der Tendenz
gilt noch immer, was Dieter Banzhaf (Akademie des Deutschen
Buchhandels) 2001 einmal sagte: „Schauen Sie sich Weltbild plus
an. Das ist eine vollkommen klar profilierte Marke, auch wenn
andere die Nase rümpfen. Ich habe in Orten, wo Weltbild plus
eine neue Filiale eröffnete, mit den eingesessenen Buchhändlern
gesprochen. Die sagten mir in fast allen Fällen
‚Nein, wir spüren keine Umsatzeinbußen...’.
Das heißt aber doch, dass sie einen ungenutzten Markt neben sich haben liegen lassen.
Sonst hätten sie gemerkt, dass es Kunden gibt,
die einen kleinen überschaubaren Laden wollen, mit den Titeln, die zu ihnen passen und
da ist ein Kochbuch, ein Gesundheitsratgeber
dabei, etwas Belletristik, Reise- und Kinderbücher – und das genügt ihnen.“
Der begehrteste Platz zum
Schmökern in der ThaliaBuchhandlung mit direktem Blick
auf die Binnenalster. In the ThaliaBuchhandlung, the most coveted
place for burying yourself in a
book has a direct view of the
Binnenalster.
ter profitiert, der Druck auf kleinere Verlage
und Buchhandlungen ist ungemindert hoch.
Wachstumsgewinner innerhalb der Absatzkanäle war das Internet, hier stieg der Umsatz um
11 % auf 703 Millionen Euro, das sind 7,6 %
des Gesamtumsatzes mit Büchern. Größter
Absatzkanal ist mit 54,3 % der Sortimentsbuchhandel, hier stieg der Umsatz erstmals
seit fünf Jahren wieder minimal (um 0,3 % auf
5,03 Milliarden Euro).
SORTIMENTS- UND GESTALTUNGSTRENDS
Susanne Gruß (Thalia): „Durch
die Gestaltung der Einrichtung
soll den Kunden die Orientierung erleichtert werden.“
Susanne Gruß (Thalia): “The
arrangement of the shopfittings
should make it easier for the
customer to find what he is
looking for.”
Die Konzentration in der Verlags- und Buchhandelsbranche hat sich zuletzt deutlich
beschleunigt. Der Anteil der zehn größten
Buchhandelsunternehmen am Umsatz des
Sortimentsbuchhandels dürfte bereits bei über
30 % liegen. Mit geschätzten Marktanteilen
von jeweils 6 – 8 % bilden die zur Douglas-Gruppe gehörende
Thalia bzw. die DBH (Hugendubel, Weltbild, Wohlthat u. a.) mit
Abstand die Spitze des Buchberges. Akquisitionen und Beteiligungen sind in beiden Lagern tägliches Brot. Der jüngste Coup
SHOP aktuell 102
Die Ladenbauer Matthias Kreft (Geschäftsführer Kreftbrübach GmbH, Wedemark) und
Christian Binder (Geschäftsführer Umdasch
Shop-Concept Schweiz) sowie als Buchhandelsexpertin Susanne Gruß (Geschäftsführerin der Thalia-Buchhandlung Erich Könnecke
GmbH & Co. KG) haben SHOP aktuell einige angesagte Trends
verraten. Fakt ist, dass im Zeitalter der Konzentration und des
Verdrängungswettbewerbes die Verkaufsflächen pro Laden auch
im Buchhandel („Kompetenz braucht Fläche“) wachsen. In
SHOP Concept Thema
Das Konzept von A&M
plus besticht durch
Kompaktheit und
Übersicht. Die Filiale in
den City Arkaden in
Klagenfurt hat
Umdasch eingerichtet.
The concept of A&M
plus combines a
compact design with a
clear layout. Umdasch
was in charge of the
shopfitting in the
branch in the City
Arkaden in Klagenfurt.
vielen Einkaufszentren sind Buchhandlungen
bereits gefragte Ankermieter. Die Flächen werden in der Regel aber geschickt gegliedert,
um Abteilungen und Themen differenziert darstellen zu können, um auch intime Nischen zu
schaffen, um (ggf. auf den Standort bezogene)
„Geschichten zu erzählen“. Harry Potter hat
der Branche gezeigt, was eine ganzheitliche
Inszenierung ist. Kulissenbau statt Ladenbau
heißt daher die Devise bei der Gestaltung, um
flexibel auf aktuelle Themen eingehen zu könChristian Binder:
nen. Die Warenträger werden deshalb leichter,
UMDASCH SHOP-CONCEPT UND DER
„Papeteriesortimente werden
in Zukunft in Buchhandlungen
flexibler und treten zu Gunsten des Sortiments
BUCHHANDEL
eine größere Rolle spielen.“
in den Hintergrund. Weitere Experteninfos im
Christian Binder: “Stationery
ranges will play a more
Detail:
Umdasch Shop-Concept hat als Buchhanimportant role in bookshops
• Das Hörbuch hat sich klar durchgesetzt und
delseinrichter eine jahrzehntelange Tradition.
in future.”
ist fester Sortimentsbestandteil geworden.
Über die reine Ladenbaukompetenz hinaus
Der Bereich wird noch weiter wachsen.
hat Umdasch Buchhändlern immer wieder in Form von Semina• Sortimente wie DVD, PBS-Artikel, Geschenkartikel, Nonbook–
ren Informationen und Kenntnisse zur Verbesserung ihrer WettArtikel gewinnen zunehmend an Bedeutung.
bewerbsfähigkeit vermittelt. Die wachsenden Flächen machen
• Verlage werden stärker als eigene Marke präsentiert (inkl. ShopUmdasch für den Buchhandel zu einem noch attraktiveren Partin-Shop).
ner. Neben umfassendem Branchen-Know how bringt Umdasch
• Verankerung von (Visual) Merchandising-Grundsätzen in der
seine Kompetenz für große Flächen, verbunden mit dem Horizont
Präsentation (z. B. strategischer Einsatz der überdurchschnittaus anderen Branchen, in den Beratungs- und Planungsprozess
lich profitablen Tisch-Präsentationen).
ein. Es ist daher kein Zufall, dass sich prominente Namen auf der
• Die Kunden clever navigieren lassen – dazu kann der Ladenbau
aktuellen Referenzliste finden: Thalia, Weltbild, Mayersche Buchwesentlich beitragen (Selbstbedienung durch die Art der Prähandlung, Grüttefien, A&M Plus, Respublica (Moskau). Namen
sentation forcieren, vorhandene Beratung signalisieren).
wie Ögg (Kufstein), Rösslitor (St. Gallen) oder Meissner (Brugg)
• „Ökologische“ Ladengestaltung ist kein Trend, sondern ein
zeigen, dass Umdasch auch bei Standort bezogenen Projekten zu
Hygienefaktor.
Hause ist. An der Buchmesse (Frankfurt 10. – 14. 10. 2007) wird
• Im Trend sind dunklere Hölzer. Weiß wird stärker kommen.
Umdasch Shop-Concept mit einem Informationsstand vertreten
Entscheidend ist aber die konsequente Berücksichtigung des
sein (Halle 4).
jeweiligen CD.
SHOP aktuell 102
SHOP Concept Thema
Die gekonnte Präsentation auf Tischen hat besonders auf großen Flächen wesentliche Bedeutung. Gesehen bei Weltbild plus in Basel, eingerichtet
von Umdasch Shop-Concept. Attractive presentations on tables are important, especially in large sales areas. Here a view of Weltbild plus in Basel,
executed by Umdasch Shop-Concept.
Harry Potter or
The Art of Presentation
Concentration, cut-throat competition and multi-channel retailing are topical subjects in the book trade.
In the German-speaking countries Thalia, Hugendubel & Co. are jostling each other for the pole position
– reflecting the competition among the publishing houses. Against this background, SHOP aktuell
interviewed three experts about trends in range and presentation. Their statements make one thing clear:
the art of presentation is much in demand in the age of Harry Potter.
The German book market is consolidating slowly. In 2006,
according to the figures compiled by the Börsenverein des deutschen Buchhandels (German Book Trade Association), a turnover of 9.3 billion euros was achieved, 1.1 % more than in 2005.
The prospects for 2007 are also good. After a drop in turnover
at the beginning of the decade, the branch achieved a small
increase for the third year running. It was the larger firms which
profited most from the improvement; small publishing compaSHOP aktuell 102
nies and bookshops continue to suffer under the merciless pressure. Among the retail outlets, the internet was the area where
the highest growth rates could be observed; here, the turnover
increased by 11 % to 703 million euros, representing 7.6 % of
the total turnover achieved with books. The main retail channel
remains the traditional bookshop, accounting for 54.3 %; here
a minimal increase in turnover was registered for the first time in
five years (by 0.3 % to 5.03 billion euros).
SHOP Concept Thema
Das Beispiel der Buchhandlung
Rösslitor in St. Gallen zeigt,
dass sich mit gut positionierten
Konzepten auch traditionelle
Häuser behaupten können.
The bookshop Rösslitor in St.
Gallen provides an example of
how even traditional shops can
maintain their position with
well-placed concepts.
The concentration in the publishing and retail book branches has
increased markedly of late. The ten largest book retail companies’
market share of the branch turnover must have already crossed
the 30 percent threshold. With an estimated market share of 6 – 8
percent each, Thalia (a member of the Douglas Group) and the
DBH (Hugendubel, Weltbild, Wohlthat et al.) clearly occupy the
summit of the book trade mountain. In both camps, new acquisitions and shares are part of the daily agenda. It was Thalia which
was responsible for pulling off the latest coup: as part of a strategic partnership it will be taking over the book
departments in 89 Karstadt department stores
from 1 February 2008; the sections will be run
exclusively under the name Thalia.
Mit Farbtupfern und
Themenpräsentationen
entstehen interessante
Blickfänge. Gesehen in der
Mayerschen in Neuss.
Colour contrasts and
theme-based presentations
provide interesting focal
points. Seen in the
Mayersche Buchhandlung
in Neuss.
concentration and cut-throat competition the
sales areas per shop are also growing in the
Almost all the important retailers have become
book branch (“Competence needs space”).
multi-channel players; in other words, in addiIn many shopping centres, book shops are
tion to the retail stores they are also active
already sought-after anchor tenants. The sales
through catalogues or as online retailers.
areas are, however, usually skilfully divided up
in order to present the various departments
But what of the medium-sized and small bookand subjects in an individual manner and also
shops? Their chance lies in the niche market
in order to create cosy corners where “stoand in specialisation. The trend is still the same
ries can be told” (possibly location-specific).
Matthias Kreft: „Verlage werden
as that described in 2001 by Dieter Banzhaf
Harry Potter has shown the entire branch
sich stärker als eigene Marken
präsentieren.“ Matthias Kreft:
(Academy of the German Book Trade): “Look
what integral staging involves. That means
“Publishing houses will assert
at Weltbild plus. It is a brand with a clearly
that it is more a matter of stage design rather
themselves more strongly as
own brands.”
defined profile, even if others turn up their
than shopfitting when it comes to the setting,
noses. I have spoken to established bookin order to be able to react flexibly to current
shop owners in places where Weltbild plus had opened a new
themes. The shelving is therefore lighter and more flexible and
branch. In virtually every case they said to me ‘No, we haven’t
plays a subsidiary role compared with the range. Further expert
noticed a reduction in turnover…’ That means that they had failed
information in detail:
to exploit a neglected market sector. Otherwise they would have
noticed that there are customers who want a small bookshop
• Talking books have established a clear position and are a fixed
with a limited range of titles, offering books which they are interpart of the range of items on offer. This is a field which will conested in, including cookery books, books providing health tips, a
tinue to expand.
small range of literature, travel books, children’s books – and that
• Items such as DVDs, stationery and office supplies, gift articles
is sufficient for their needs.“
and non-book articles are gaining in importance.
• Publishing houses are increasingly being presented as an own
TRENDS IN RANGE AND PRESENTATION
brand (including shop-in-shop).
• Anchoring of (visual) merchandising principles in the presentaShopfitters Matthias Kreft (Managing Director of Kreftbrübach
tion (e.g. strategic use of table presentations which demonGmbH, Wedemark) and Christian Binder (Managing Director
strate above-average profitability).
Umdasch Shop-Concept Switzerland) together with book retail
• Allowing customers to find their way efficiently through the
expert Susanne Gruß (Managing Director of the Thalia-Buchhandshop – the shopfitting design can play a significant role here
lung Erich Könnecke GmbH &Co. KG) discussed with SHOP
(encourage self-service through the form of presentation, while
aktuell some of the current trends. It is a fact that in this age of
signalling that advice is also available if required).
SHOP aktuell 102
SHOP Concept Thema
Für die Mayersche Buchhandlung hat Umdasch zuletzt einige sehenswerte Projekte eingerichtet. Hier ein Blick in das 1500 m² - Haus in Neuss.
Umdasch has recently carried out a number of eye-catching projects for the Mayersche Buchhandlung. This is a view of the branch in Neuss,
with a sales area of 1,500 m².
• “Environmentally friendly” shop design is not a trend, but a
hygiene factor.
• Dark woods are currently fashionable. White will also be seen
more frequently. The most important factor, however, is the
consistent taking into account of the corporate design.
UMDASCH SHOP-CONCEPT AND THE BOOK TRADE
Umdasch Shop-Concept has many decades of experience as a
shopfitter for bookshops. Apart from its expertise as a shopfitter,
Umdasch has often supplied bookshop owners with information
and tips in the form of seminars to improve their competitiveness.
The growing sales areas make Umdasch an even more attracThe largest bookshops in the German-speaking region
Ranking
tive partner for the book trade. In addition to comprehensive
knowledge of the branch, Umdasch can also provide during the
consultancy and planning phases extensive skills in dealing with
large areas, together with a wide perspective acquired in other
branches. It is therefore not a coincidence that prominent names
within the branch can be found on the company’s current customer list: Thalia, Weltbild, Mayersche Buchhandlung, Grüttefien,
A&M Plus, Respublica (Moscow). Names such as Ögg (Kufstein),
Rösslitor (St. Gallen) and Meissner (Brugg) show that Umdasch is
also at home executing locally-based projects. Umdasch ShopConcept will be present at the Frankfurt Book Fair (Frankfurt
10. – 14. 10. 2007) with an information stand (Hall 4).
(Source: buchreport.magazin, March 2007)
Company
Headquarters
Turnover in € m.
No. of branches
1.
DBH Buch Handels GmbH
Munich
674.6
455
Total sales area in m²
n.a.
2.
Thalia Holding GmbH
Hagen
640.0
202
166,596
3.
Schweitzer Sortiment
Munich
135.0
25
5,705
4.
Mayersche Buchhandlung
Aachen
125.0*
21
n.a.
5.
Karstadt Warenhaus
Essen
98.0*
93
16,000*
6.
Kaufhof
Cologne
80.0*
118
17,000
7.
Libro Handelsgesellschaft
Guntramsdorf
77.0*
223
n.a.
7.
Orell Füssli
Zürich
77.0
13
8,060
9.
Lehmanns
Heidelberg
68.0
34
11,000
9.
Buch und Kunst
Dresden
68.0*
43
n.a.
11.
Morawa Buch und Medien
Vienna
47.6
23
7,660
12.
Ex Libris
Dietikon
39.0*
120
n.a.
13.
Osiander
Tübingen
36.1
14
10,059
14.
Bücher Pustet
Regensburg
36.0
11
7,900
15.
Stern-Verlag
Düsseldorf
35.5*
2
8,000
* estimated figures
SHOP aktuell 102
Retail Report
Finnland Finland
Text Text
Sonja Scheidl
Fotos Photos
Corbis, Luis Paterno, Pukumies
Der Großraum Helsinki stellt die wichtigste Einzelhandelsmetropole des Landes dar. The Helsinki metropolitan area is the most important retail centre in
the country.
Finnlands Einzelhandel
im Aufwind
Geringe Bevölkerungsdichte, geografische Randlage und starke Konzentrationstendenzen prägen die
finnische Retail-Szene. Der Vergleich mit anderen Ländern lässt spannende Entwicklungen prognostizieren:
Eine stärkere Branchenspezialisierung und ein dynamisches Shopping-Center-Wachstum.
Finnland ist flächenmäßig das sechstgrößte Land Europas, mit rund
fünf Millionen Einwohnern aber auch eines der dünnbesiedeltsten.
Zwei Drittel der Bevölkerung leben in Städten. Helsinki, die
angrenzenden Kommunen Espoo und Vantaa sowie Tampere und
Turku bilden die Ballungsräume und gleichzeitig auch die Einzelhandelszentren des Landes.
Die politische Umbruchsituation in der ehemaligen Sowjetunion
führte in Finnland Anfang der 90er zu einer wirtschaftlichen
Neuorientierung. Mit „Nokia“ als Fahnenträger mutierte Finnland
zum Hochtechnologieland. Daneben entpuppte sich aber auch der
Einzelhandel als Garant für überdurchschnittliche Wachstumsraten
von mehreren Prozentpunkten (2006: 4,5 %). Die Retail-Branche
ist nach der Elektronik- sowie der Forst- und Papierindustrie der
drittstärkste Wirtschaftszweig des Landes. Auch zukünftig hofft
der finnische Einzelhandel auf Rückenwind. Für diesen Optimismus sprechen die Prognosen 2007: Finnland erwartet ein
Wirtschaftswachstum zwischen 2,5 und 3 Prozent sowie eine
Erhöhung der privaten Konsumausgaben um 2,4 Prozent.
KESKO UND S-GRUPPE DOMINIEREN DEN MARKT
Mit einem Jahresumsatz von jeweils rund 9 Milliarden Euro im
Jahr 2006 dominieren die Kesko-Gruppe und die S-Gruppe
den finnischen Einzelhandel. Kesko ist mit seinen Marken im
Lebensmittel- und Warenhaussektor, in der Möbel-, Mode,
Schuh-, Sport, Elektro-, DIY- und Automobilbranche vertreten.
Hauptkonkurrent S-Gruppe erwirtschaftet gut die Hälfte seines
Umsatzes im Food-Sektor, ist des Weiteren mit Warenhäusern,
Tankstellenshops am Markt präsent sowie in der Automobil-,
Tourismus- und Landwirtschaftsbranche tätig.
Abgesehen von Retailern aus dem skandinavischen Raum investieren
nur sehr wenige ausländische Einzelhandelsunternehmen in den
SHOP aktuell 102
Retail Report
Finnland Finland
Ein schwungvoller Loop führt den Kunden durch den Pukumies Store in Kotka.
An elegant loop leads customers through the Pukumies Store in Kotka.
Pukumies in Kotka setzt die Spielregeln des
Visual Merchandising gekonnt um. Pukumies
in Kotka makes skilful use of the rules of play
when it comes to visual merchandising.
finnischen Markt. Der hohe Konzentrationsgrad sowie Lage und
Größe des Marktes sind wohl die zentralen Markteintrittsbarrieren.
Auch finnische Ladenmarken bleiben meist in ihren Gefilden und
sind so vorwiegend im skandinavischen Raum, im Baltikum und
Russland anzutreffen. Anders sieht es bekanntlich bei finnischen
Konsumgütermarken wie Nokia aus.
nicht genug, erlebte Helsinki in den letzten beiden Jahren die
Geburtsstunde des Kamppi-Centers im Stadtzentrum und des auf
Möbel und Einrichtung spezialisierten Centers Lanterna.
POTENTIAL BEI SHOPPING-CENTERN NOCH NICHT AUSGESCHÖPFT
Umdasch Shop-Concept ist seit über 20 Jahren punktuell für erste
Adressen der finnischen Einzelhandelsszene tätig. Interessante
Projekte wurden u. a. für Pukeva, Stockmann, Sokos, Aleksi13,
Anttila oder auch Pukumies realisiert. Im März 2007 eröffneten
Pukumies Stores in Kotka und Oulu, die beide von U4 geplant
und von Umdasch eingerichtet wurden. Mit dem 1.000 m² großen
Laden in Kotka ist Pukumies, das bisher vorwiegend über Läden im
Westen des Landes verfügte, erstmals in den Süden vorgedrungen.
Der Store besticht durch eine klare Kundenführung. An einem
eleganten Loop sind die verschiedenen Themen- und Markenwelten
farblich differenziert inszeniert. Die Umdasch Systeme „Arena“ an
der Wand und „Steco“ im Mittelraum spielen dabei eine tragende
Rolle.
Die Finnen finden mehr und mehr Gefallen daran, bei Minusgraden
durch wohlig warme Shopping Center zu schlendern. Auch
die Kennzahlen (nur 152 m² Shopping-Center-Fläche/1.000
Einwohner) zeigen noch weiteres Potential für Einkaufszentren.
Vor allem der Ballungsraum rund um Helsinki ist momentan von
einer dynamischen Entwicklung geprägt. Jumbo, ein erfolgreiches
Shopping-Center in Flughafennähe, vergrößerte 2005 seine
Verkaufsfläche um 30.000 m² (insgesamt: 85.000 m²). Sello, ein
westlich von Helsinki gelegenes Shopping Center, eröffnete 2005
ebenfalls einen Zubau. Sello beheimatet heute 160 Stores und hat
sich mit einer Konzerthalle sowie einer großen Bibliothek nebenher
ein kulturelles Standbein geschaffen. Mit den Center-Ausbauten
treten Jumbo und Sello in direkten Wettbewerb mit Itäkeskus, der
Mutter aller finnischen Shopping-Center mit einer Verkaufsfläche
von über 100.000 m². Des Shopping-Center-Wachstums noch
SHOP aktuell 102
UMDASCH – EIN GARANT FÜR HOCHWERTIGEN LADENBAU IN FINNLAND
Mit einem feinen Netzwerk an professionellen Partnern aus
verschiedenen Disziplinen steht Umdasch Shop-Concept
dem finnischen Einzelhandel auch in Zukunft als kompetenter
Ladenbauer zur Verfügung.
Retail Report
Finnland Finland
Selected retail statistics
Basic 2004/2005
Germany
Austria
Switzerland
Netherlands
Italy
UK
France
Population in 1,000
82,689
8,233
7,252
16,299
58,093
59,668
60,496
Retail sales in billion EUR
348.1
43.6
52.0
78.0
244.0
382.6
358.3
Retail sales per inhabitant
4,210.30
5,293.57
7,239.38
4,784.19
4,200.77
6,411.52
5,923.12
m² sales area in 1,000
120,195
19,597
9,777
23,490
75,799
62,043
90,414
1.45
2.38
1.35
1.44
1.30
1.04
1.49
2,896.51
2,223.91
3,369.75
3,319.60
3,219.50
6,166.08
3,963.16
2,590
320
309
707
1,780
3,176
1,736
274,195
41,586
47,943
78,935
703,570
200,752
427,352
302
198
151
206
83
297
142
Area of shopping centres in million m²
11.26
2.19
1.13
5.27
7.44
13.67
12.86
Area of shopping centres per 1,000 inhabitants in m²
136.17
266.00
155.82
323.33
128.07
229.10
212.58
m² sales area per inhabitant
Retail sales per m² sales area
Employees in retail trade in 1,000
Number of outlets
Inhabitants per outlet
2003
*) Sources: Eurostat, Östat, ICSC, Euromonitor, US Census, IHA-GfK. The figures serve primarily to indicate trends, since a complete harmonisation was not possible in view of the different definitions
of terms and methods of compilation. The time frame of the publication of different sources varies considerably in some cases. The values are generally given without vehicle and fuel trade and
without the fuel costs trade.
(1)
Upswing for Finland’s
Retailers
Low population density, a geographical location on the fringes of Europe and a strong trend towards
concentration characterise the Finnish retail scene. The comparison with other countries leads us to
predict exciting developments for the future: strong branch specialisation and a dynamic growth in
the field of shopping centres.
Finland is the sixth-largest country in Europe as far as land area
is concerned, but with some five million inhabitants it is also one
of the most thinly populated. Two-thirds of the population live in
towns. Helsinki and the neighbouring urban districts of Espoo and
Vantaa along with Tampere and Turku represent the centres of
population which are also the country’s main retail centres.
S-Group. Kesko and its brands are represented in the food and
department-store sector as well as furniture, fashion, shoes, sport,
electrical goods, DIY and automobiles. Its main competitor, the
S-Group, achieves more than half its turnover in the food sector
and is also active in the sphere of department stores and petrol
station shops as well as automobiles, tourism and agriculture.
At the end of the 1980s, the political changes in the former Soviet
Union led Finland to seek a new economic orientation. With Nokia to
the fore, Finland transformed itself into a high-technology country.
At the same time, the retail trade turned out to be a guarantor of
above-average growth rates of several percent (2006: 4.5 %). After
electronics, forestry and the paper industry, the retail branch is
the third-strongest sector of the national economy. In future, too,
the Finnish retail branch is hoping that this favourable trend will
continue. Their optimism is supported by the prognoses for 2007:
Finland expects economic growth between 2.5 and 3 percent as
well as an increase in consumer spending of 2.4 percent.
Apart from retailers from the Scandinavian region, very few overseas
retail companies invest in the Finnish market. The high degree of
concentration and the location and size of the market are the main
barriers to market entry. Finnish store brands, too, mostly remain
in their own territory and are thus to be found predominantly in
Scandinavia, the Baltic region and Russia. It is clear that this does
not apply to Finnish consumer goods brands like Nokia.
KESKO AND S-GROUP DOMINATE THE MARKET
With an annual turnover of some 9 billion euros each during 2006,
the Finnish retail market is dominated by the Kesko Group and the
THE POTENTIAL OF SHOPPING CENTRES HAS NOT YET
REACHED CAPACITY
The Finns are becoming increasingly convinced of the pleasures
of strolling through a comfortably heated shopping centre when
the temperatures outside are below zero. The statistics (only
152 m² area of shopping centre per 1,000 inhabitants) indicate
that there is still plenty of potential for shopping centres. Above
SHOP aktuell 102
Retail Report
Finnland Finland
USA
Finnland
298,213
5,249
1,765.0
27.2
5,918.59
5,182.05
931,224
10,389
3.12
1.98
1,895.35
11,910
(1)
858,700
(1)
2,618.21
131
22,110
347
237
562.97
0.80
1,887.81
152.41
Important shopping streets
Helsinki: Aleksanterinkatu, Esplanadi, Keskuskatu, Mannerheimintie. Turku:
Yliopistonkatu. Tampere: Hameenkatu
Important Shopping Centres (Opening date, sales area)
Helsinki: Itäkeskus (1984, 114.976), Forum (1985, 38.600), Kamppi (2006,
35.000), Ruoholahti (2002, 28.500), Lanterna (2005, 28.200), Malmin Nova
(1987, 23.149), Malmintori (1987, 18.680). Vantaa: Jumbo (1998, 85.000),
Myyrmanni (1994, 42.000). Espoo: Sello (2003, 90.000), Iso Omena (2001,
59.300), Lippulaiva (1991, 22.600). Raisio: Kauppakeskus Mylly (2001,
43.000). Turku: Hansa (1985, 38.880). Lahti: Trio (1977, 46.800). Lappeenranta: Isokristiina (1987, 19.800). Jyväskylä: Forum (1953, 23.000). Pori:
Isokarhu (1972, 14.800). Tampere: Koskikeskus (1988, 28.880). Kempele:
Zeppelin (1992, 21.689).
Top players in the retail trade
Food stores: Kesko: K-Citymarket (53), K-Supermarket (150), K-market
(363), K-extra (344), K-Pikkolo (100); S-Gruppe: S market (372), Prisma (47),
ABC Service Stations (159), Sale (197), Alepa (73), Various (23), Spar (85);
Tradeka: Siwa (458), Valintatalo (103), Euromarket/Maxi (20); Wihuri: Ruokavarasto (144), Sesto Etujätti (3), Sesto (16); Lidl (85).
Department stores1: Kesko: Anttila (27); S-Gruppe: Sokos (20); Stockmann (7);
Veljekset Keskinen (1). Textiles/ Fashion/ Clothing/ Shoes: Kesko: Andiamo
(19),K-kenkä (32),Kenkäexpertti(51);Ariston-Nord-West-Ring (42); Bianco Foot-
wear (17); Stockmann: Seppälä (125); Texmoda Fashion Group (95); Lindex (46);
L-Fashion Group: Aleksi 13 (26), Vaatehuone (20); Bestseller: Vero Moda
(36), Jack&Jones (26), ONLY (15), Vila (4); Varner Gruppen: Dressmann/
Carlings (61); IC Companys (47); KappAhl (32); H&M (27); Marimekko (25);
Halonen (13); Kesko: Kesport (37), Intersport (58); Wihuri: Sportia (50);
Top-Sport (23); Elmo Sport (28); Stadium (13). Electrical: TeliaSonera
Finland (170); Expert (140); Kesko: Musta Pörssi (59); Markantalo (21);
Gigantti (19).Other non-food: Kesko: Rautakesko (DIY); Rautanet (DIY);
Värisilmä (DIY); Carlson (DIY); IKEA (Möbel); Stemma (Möbel); Jysk
(Möbel); Kesko: Asko (Möbel), Sotka (Möbel); Isku (Möbel); Tiimari (BPS);
Instrumentarium Look & Life (Optik); Silmäasema (Optik); Tähti Optikko
(Optik); Rautakirja: Suomalainen Kirjakauppa (Buch), R-Kiosks (Kiosk).
Important Finnish store brands abroad
Marken der Kesko- und S-Gruppe, Tradeka, Stockmann, Rautakirja, Marimekko.
Important foreign store brands in Finland
Metro (Germany), Ramstore (Turkey), Auchan (France), Spar, Billa (Austria),
IKEA (Sweden), Stockmann (Finland), Dixon´s (UK), OBI (Germany), Leroy
Merlin (France).
Das Warenhaus SOKOS in Helsinki
ist eines der interessantesten
Projekte, das Umdasch in Finnland
realisiert hat.The SOKOS department store in Helsinki is one of the
most interesting projects which
Umdasch has realised in Finland.
all the metropolitan area around Helsinki is currently experiencing
a dynamic development boom. In 2005 Jumbo, a successful
shopping centre not far from the airport, increased its sales area
by 30,000 m² (total: 85,000 m²). Sello, a shopping centre located to
the west of Helsinki, also opened a new wing in 2005. Today Sello
runs 160 stores and has also established a second field of interest
in the field of culture with a concert hall and a large library. With their
building extensions, Jumbo and Sello are now in direct competition
with Itäkeskus, the mother of all Finnish shopping centres with a
sales area of over 100,000 m². Still not satisfied with the growth
of its nearby shopping centres, Helsinki has experienced in the
past two years the birth of the Kamppi Centre in the city centre, as
well as the Lanterna Centre, which is specialised in furniture and
furnishings.
those realised for Pukeva, Stockmann, Sokos, Aleksi13, Antilla
and Pukumies. In March 2007 Pukumies opened stores in Kotka
and Oulu, both of them planned by U4 and with shopfitting by
Umdasch. The company, which previously was predominantly
represented by stores in West Finland, thus moved into the
South for the first time with the 1,000 m² store in Kotka. The shop
convinces with its clear layout. Customers follow an elegant loop
along which the different theme and brand worlds are staged with
different colour schemes. The Umdasch systems “Arena” on the
wall and “Steco” in the centre of the store play an important role
here.
With a closely knit network of professional partners from various
disciplines, expert shopfitters Umdasch Shop-Concept are ready
to assist Finnish retailers in future.
UMDASCH – A GUARANTEE FOR HIGH-QUALITY SHOPFITTING IN FINLAND
For more than 20 years, Umdasch Shop-Concept has carried
out projects periodically for the top names on the Finnish retail
scene. Interesting projects executed by the company include
SHOP aktuell 102
SHOP Events
Europas ständig aktuelle Ladenbau-Messe eröffnet
Herzlich willkommen in
der Umdasch ShopShow!
Seit September 2007 steht das neu errichtete InfoCenter des Umdasch-Konzerns mit der neu gestalteten
Umdasch ShopShow in Amstetten/Niederösterreich Besuchern aus aller Welt vollumfänglich zur Verfügung.
Als Europas ständig aktuelle Ladenbau-Messe bietet die Umdasch ShopShow auf über 800 m² einen
anschaulichen Überblick darüber, was in Sachen Store Branding und Shopfitting State of the Art ist. Die
attraktiven Räumlichkeiten in und rund um die ShopShow sind künftig auch Schauplatz der in Amstetten
stattfindenden Seminare der Umdasch Shop Academy.
Im Erdgeschoss des Umdasch InfoCenters werden den Besuchern in Form von Info-Säulen und Schautafeln erste Informationen über die Leistungspalette der einzelnen Marken der Umdasch
Shopfitting Group sowie über den internationalen Aktionsradius
der Gruppe vermittelt. Die ShopShow im Obergeschoss ist so
etwas wie das Brandland der Marke Umdasch Shop-Concept.
Das wird auch durch das konsequente Branding in Rot/Grau
deutlich. Der Raum ist durch riesige, mit bedruckter Kunststofffolie bespannte Trennelemente im Stile eines modernen Museums
gegliedert. In den einzelnen Ausstellungskojen sind collagenartig
ausgewählte Leistungsmodule des Store Branding und Shopfitting dargestellt.
Anhand der internationalen Brands Polo Ralph Lauren und
Swatch werden Grundsätze des Store Branding erklärt. In den
Kojen „Shop Design“ und „Shop Systems“ kommen vor allem
Architekten, Designer und Ladenplaner auf ihre Rechnung. Die
aktuellen Einrichtungssysteme und -programme von Umdasch
SHOP aktuell 102
SHOP Events
Die stylische Gestaltung der Umdasch ShopShow bietet Platz für immer
neue Inszenierungen in Sachen Store Branding und Shopfitting.
The stylish design of the Umdasch ShopShow offers space for new
presentations on the subejct of store branding and shopfitting.
Info-Säulen vermitteln einen Überblick über das Leistungsspektrum der gesamten Umdasch Shopfitting Group mit ihren
Kernmarken Umdasch Shop-Concept und Assmann Shop Design.
Information columns provide an overview of the range of services
of the entire Umdasch Shopfitting Group with its core brands
Umdasch Shop-Concept and Assmann Shop Design.
werden übersichtlich an kleinen Systemtürmen präsentiert. Handelspraktiker wiederum wird vor allem die plakative Gegenüberstellung von „Classic Visual Merchandising“ (am Beispiel eines
Concept-Stores) und „Premium Visual Merchandising“ (am Beispiel der Marke Airfield) interessieren. Die umfassenden Möglichkeiten eines international tätigen Shopfitters in Sachen Projektmanagement sowie Produktion und Beschaffung zeigen die
Beiträge „International Project Management“ bzw. „Sourcing &
Production“.
EINE PLATTFORM FÜR DEN GEDANKENAUSTAUSCH
UNTER PROFIS
Die Umdasch ShopShow versteht sich als Plattform für einen
SHOP aktuell 102
lebendigen Gedankenaustausch unter Profis aus verschiedenen
Disziplinen, die bei Ladeninvestitionen involviert sind: Handelsmanager, Markenexperten, Architekten, Designer, Ladenplaner, Branding-Spezialisten, Marketing- und Werbeprofis, Projektabwickler...
Eine eigene Workshop-Area in der ShopShow ist für Kunden- und
Projektmeetings reserviert, wobei Prototypen und Muster gleich
direkt in die Meetings miteinbezogen werden können. Einer Bühne
gleich wird es in dieser Ausstellung ständig Veränderungen und
Neuigkeiten geben. Im Frühjahr 2008 wird zum Beispiel die „EuroShop zu Gast in der Umdasch ShopShow“ sein.
Der unmittelbare Praxisbezug gibt auch den Seminaren der
Umdasch Shop Academy, die unmittelbar im Bereich der ShopShow stattfinden, eine ganz besondere Qualität. Vor allem bei den
Praktiker-Events – wie etwa „Visual Merchandising für Praktiker“
wird direkt an und mit der Einrichtung gearbeitet.
Das Grundkonzept für die Gestaltung der neuen ShopShow
kommt von der Wiener Kommunikations - Design - Agentur
section.d, maßgeblich unterstützt von Architekt Johannes Kraut.
Die Gestaltung der einzelnen Kojen und Beiträge lag in den
Händen von Architekten, Designern und Planern von Umdasch
SHOP Events
Europe’s permanently up-to-date shopfitting fair opens
Welcome to the
Umdasch ShopShow!
Since September 2007 the newly completed information centre of the Umdasch concern with the newly
designed Umdasch ShopShow in Amstetten/ Lower Austria has been fully open to welcome visitors from
all over the world. Umdasch ShopShow, Europe’s permanently up-to-date shopfitting fair, offers over more
than 800 m² a clear overview of trends at the cutting edge in the fields of store branding and shopfitting.
In future, the attractive rooms in and around the ShopShow will also provide the setting for the Umdasch
Shop Academy seminars which will be held in Amstetten.
On the ground floor of the Umdasch Information Centre, visitors
can gain a first overview of the range of services provided by the
individual brands of the Umdasch Shopfitting Group. The group’s
international sphere of activities is summarised in the form of information columns and display boards. The ShopShow on the upper
floor is, so to speak, the brand world of Umdasch Shop-Concept.
This can be seen in the consistent branding in red and grey. The
room is divided up like a modern museum by huge screens covered
with printed plastic foil. In the individual exhibition niches collagelike selected service modules in the fields of store branding and
shopfitting are displayed.
The international brands Polo Ralph Lauren and Swatch are used
to explain the fundamentals of store branding. In the niches “Shop
Design” and “Shop Systems”, architects, designers and shop planners will find what they are looking for. The current shopfitting systems and programmes by Umdasch are clearly presented in small
system towers. Those involved in the practical aspects of retailing
on the other hand will be interested to see the bold comparison
between “Classic Visual Merchandising” (as demonstrated by a concept store) and “Premium Visual Merchandising” (as demonstrated
by the brand Airfield). The wide-ranging project management possibilities of a shopfitter who is active on the international scene as
SHOP aktuell 102
SHOP Events
Die neue „Skyline“ des Umdasch-Konzerns in Amstetten mit
InfoCenter und ShopShow. The new “skyline” of the Umdasch
concern in Amstetten with Information Centre and ShopShow.
Der Unterschied zwischen Classicund Premium-Visual Merchandising?
In der Umdasch ShopShow wird er
anschaulich demonstriert.
The difference between Classic and
Premium Visual Merchandising?
This is clearly demonstrated in the
Umdasch ShopShow.
well as production and sourcing are demonstated by the sections
“International Project Management“ and “Sourcing & Production“.
A PLATFORM FOR EXCHANGE OF IDEAS AMONG
PROFESSIONALS
The Umdasch ShopShow sees itself as a platform for a lively
exchange of ideas among professionals from various disciplines
who are involved in shop investment projects: retail managers,
brand experts, architects, designers, shop planners, branding specialists, marketing and advertising professionals, project executives... Within the ShopShow there is a special workshop area
reserved for customer and project meetings, where prototypes and
samples can immediately be incorporated into the meetings. As
on a stage, there will be constant changes and new additions to
the exhibition. In Spring 2008, for example, the “EuroShop at the
Umdasch ShopShow“ will be presented.
The direct practical relevance will also enhance the seminars of
the Umdasch Shop Academy, which will be held directly within
the ShopShow area. Work will take place directly on and with the
shopfitting elements especially during the events for those involved
in practical aspects of the subject – such as, for example, “Visual
Merchandising für Praktiker“ (Practical Visual Merchandising).
The basic concept for the design of the new ShopShow was
supplied by the communications design agency section.d in
Vienna, with substantial support from the architect Johannes Kraut.
The design of the individual niches and contributions was the work of
the architects, designers and planners of Umdasch Shop-Concept.
SHOP aktuell 102
Umdasch ShopShow Netzwerkpartner
Umdasch ShopShow Network partners
Bei der Gestaltung der ShopShow wurde Umdasch Shop-Concept von
folgenden Firmen, die im Zusammenhang mit Ladeninvestitionen als
besonders leistungsfähig zu empfehlen sind, durch Produkte und/oder
Leistungen unterstützt:
In the design of ShopShow Umdasch Shop-Concept was supported
by products or services of the following firms, which are particularly
recommended as being exceptionally competent in the field of shop
investment projects:
Amtico, Vienna (A)
Arnreiter, Arnreit (A)
Berger, Amstetten (A)
Gesika, Geseke (D)
Glastech, Hausmening (A)
Höglinger, Hausmening (A)
Kaar, Bad Leonfelden (A)
Kunstlicht, Vomperbach (A)
LTS, Tettnang (D)
M.A.D., Wels (A)
Molto Luce, Wels (A)
Oktalite, Cologne (D)
Omega Glas, Montabaur (D)
Ruco, Augsburg (D)
RZB, Bamberg (D)
Schrack, Vienna (A)
Sedus Stoll, Vienna (A)
Seitzberger, Göstling (A)
Targetti, Vienna (A)
Toro, Vienna (A)
Wahlmüller, Liebenau (A)
Zumtobel, Dornbirn (A)
www.amtico.com
www.arnreiter.at
www.glasberger.at
www.gesika.com
www.glastech.co.at
www.hoeglinger-tapezierer.at
www.kaar.com
www.kunstlicht.at
www.lts-online.de
www.mad-design.at
www.moltoluce.com
www.oktalite.de
www.omegaglas.de
www.rucolicht.de
www.rzb-leuchten.de
www.schrack.com
www.sedus.at
www.seitzberger.at
www.targetti.com
www.toro.at
www.wahlmueller.at
www.zumtobel.com
Floors
Furniture
Glass
Furniture
Glass
Floors
Furniture
Lighting
Lighting
Furniture
Lighting
Lighting
Glass
Lighting
Lighting
Lighting
Furniture
Glass
Lighting
Floors
Furniture
Lighting
Weiters bedankt sich Umdasch Shop-Concept bei den Labels Polo
Ralph Lauren, Swatch und Airfield für die Zusammenarbeit und wertvolle
Unterstützung.
Umdasch Shop-Concept would also like to thank the labels Polo Ralph
Lauren, Swatch and Airfield for their co-operation and valuable support.
Umdasch ShopShow
Geöffnet ist die Umdasch ShopShow in Amstetten jeweils von Montag
bis Donnerstag von 8.00 bis 12.00 Uhr und von 13.00 Uhr bis 17.00 Uhr,
an Freitagen von 8.00 bis 12.00 Uhr. Darüber hinaus jederzeit gegen
Voranmeldung (Frau Karin Lehner, Tel. +43/7472/605-1840). ShopShows
bzw. Ausstellungsräume stehen u. a. auch in Neidenstein, Oberentfelden,
Bozen und Leibnitz (Assmann) zur Verfügung, kleinere Ausstellungsräume
auch an anderen Standorten der Umdasch Shopfitting Group.
The Umdasch ShopShow in Amstetten is open from Monday to
Thursday from 8.00 to 12.00 and from 13.00 to 17.00 hours, and on
Fridays from 8.00 to 12.00 hours. It is also open at other times by prior
arrangement (Ms Karin Lehner, Tel. +43/7472/605-1840). There are also
ShopShows and/ or showrooms in Neidenstein, Oberentfelden, Bolzano
and Leibnitz (Assmann), and there are smaller showrooms at other
locations of the Umdasch Shopfitting Group.
SHOP Events
Düsseldorf, 23. – 27. 2. 2008
250 EuroShop Tickets for SHOP aktuell readers
The next EuroShop will be held from
23. 2. – 27. 2. 2008 in Düsseldorf. Judging by the present booking situation, the
largest trade fair for shop investment (“The
Global Trade Fair”) can count on record
participation and is certain to become even
more international. The shopfitting section is already over-booked. The Umdasch
Shopfitting Group will present the latest
shop and shopfitting trends at a stand with
a floor area of almost 1,000 m² in Hall 12.
SHOP aktuell is offering its readers a
total of 250 vouchers for free day tickets
(free choice of date, maximum 2 tickets
per company) as long as stocks last. The
normal price at the ticket desk would be €
40.-. This is all you have to do: Order your
voucher immediately by e-mail under shop.
[email protected]. A confirmation will
be issued by return. The vouchers will be
dispatched at the latest 4 weeks before the
EuroShop.
www.euroshop.de
EuroConcept
EuroSales
EuroCIS
EuroExpo
Various
The EuroShop is divided into three sections. Shopfitting will be presented in Halls 10 – 15. You will find Umdasch and its 1,000 m² stand
in Hall 12.
The Umdasch stand
in Hall 12 is always a
popular meeting point
at the EuroShop.
Held every three years in
Düsseldorf, the EuroShop
will open its doors again
from 23 – 27 February
2008, from 10.00 a.m. to
6 p.m. daily.
Record participation at the dlv annual meeting
A worthy conclusion to the dlv annual meeting
was a visit to the premises of Umdasch ShopConcept AG in Oberentfelden.
More than 130 participants attended
the annual meeting of the dlv shopfitting
network on 14/15 June 2007. The record
attendance reflected the good investment
climate. The programme included a visit
to Sihlcity; lectures by Peter C. Ansorge
(Change Management) and Reinhard
Binder (“From POS to POC”); an interesting exhibition by the network partners; and
visits to companies including Dolma in
Schlossrued and Umdasch Shop-Concept
in Oberentfelden. The German Association
of Shopfitters (dlv Netzwerk Ladenbau) will
attend the EuroShop with a joint stand. The
dlv will also introduce the range of services
of its members at other important trade
fairs and congresses.
www.ladenbauverband.de
SHOP aktuell 102
SHOP Events
12 November 2007 in the Umdasch ShopShow, Amstetten
“Hyper-Consuming 2010 – The consumer of
the future”
The first major customer event in
the newly completed Umdasch ShopShow in Amstetten will take place on
12 November 2007. The 32nd Austrian
Umdasch Shop-Concept Forum will
commence at 7.30 p.m. A few hours
previously, architects and designers in
particular will be catered for during the
Design Forum. The HotsSaxClub will
provide the event with an atmospheric
musical accompaniment.
During the Shop-Concept Forum, from
7.30 p.m., Thomas Huber from the Zukunftsinstitut (Institute for Future Studies:
Founder Mathias Horx) will give a lecture
entitled “Hyper-Consuming 2010 – The consumer of the future”, after which he will discuss the subject with participants. Huber (b.
1966) is the co-author of “Hyper-Consuming
2010”. He will talk in detail about megatrends and consumer trends over the next
five years, as well as their consquences for
the retail trade.
The “Umdasch Design Forum” will take
place in the ShopShow from 4.30 p.m. The
motto of the meeting will be “Trends in Brand,
Retail and Shop Design”. Short lectures by
international experts are planned on the following subjects:
• Shop systems for architects and
designers.
• International shop design and shopfitting
trends.
• Perspectives in brand and retail design.
The target group for this event includes
architects, designers, shop planners and
staff members of retail companies involved
in shopfitting questions. At the end, participants are invited to join in the Umdasch ShopConcept Forum.Detailed invitations for
both events will be available from the end
of September, when they will also be dispatched.
Thomas Huber of the Zukunftsintitut
(Institute for Future Studies) will be
lecturing on 12 November 2007 at the
Umdasch Shop-Concept Forum in
Amstetten.
You can request additional information from Helga.Slawitscheck@umdasch.
com at Umdasch Shop-Concept in
Amstetten (Tel. + 43/7472/605-2364).
Information relating specifically to the
Design Forum can be obtained from Eva.
[email protected].
The HotsSaxClub will provide the right
background music at the Umdasch
ShopShow on 12 November.
“Laden-Dramaturgie LIVE!”: New York,Vienna,
Dubai, Las Vegas
The Umdasch Shop Academy LadenDramaturgie LIVE! seminars (Shop Dramaturgy LIVE!) in Dubai, New York and Vienna
were all fully booked in 2007. In 2008 the
date has already been set for the repeat
of the truly sensational Dubai expedition:
23.3. – 26. 3. 2008. The compact version
“Laden-Dramaturgie
LIVE&KOMPAKT”
in Vienna will take place in September
2008. After an interval of three years,
“Laden-Dramaturgie LIVE!” is returning to
Las Vegas in November 2008. The exact
dates are still to be determined. These
events are always greatly in demand, so
SHOP aktuell 102
preliminary bookings are already being
accepted. Please check the seminar information on our website.
www.umdasch-shop-concept.com (under
SHOP ACADEMY).
Dr. Christian Mikunda and Denise MikundaSchulz in Dubai. Even widely travelled retail
professionals were amazed at the way the
impossible is made possible on a daily
basis here.
SHOP Events
Bücher Books
Kalender Calendar
Neue Bücher New books (German Editions)
HANS-GEORG HÄUSEL (HRSG.)
ANDREA KLEEMANN
HANNES BÄUERLE
NEUROMARKETING
EVENTMARKETING LEXIKON
RAUMPROBEN
Deutscher Fachverlag, Frankfurt/Main
2006, 377 Seiten, ISBN 3-87150-888-8
€ 68,00
Callwey, München
2007, 288 Seiten, ISBN 978-3-7667-1709-2
€ (D) 49,95; € (A) 51,40
MICHAEL HOSANG (HRSG.)
TEXTILWIRTSCHAFT (HRSG.)
EVENT & MARKETING 3
LÄDEN 2006
Führende Experten und Pioniere des Neuromarketings
gehen der Frage nach, wie Wünsche und Verhalten von
Konsumenten mit den Methoden der Hirnforschung
entschlüsselt werden können. Das Buch punktet durch
seine Nähe zur Marketingpraxis.
Rudolf Haufe Verlag, Planegg/München
2007, 229 Seiten, ISBN 978-3-448-08056-8
€ 39,80
ROLF W. KNAACK
WERBUNG FÜR DEN
EINZELHANDEL
Die 4., vollständig überarbeitete und stark erweiterte
Auflage setzt sich intensiv mit dem gesamten Planungs-,
Umsetzungs- und Kontrollprozess sowie den einzelnen
Kommunikationsinstrumenten des Handelsmarketing
auseinander. Das Buch verrät viele Tipps und Tricks für
den Werbealltag und versorgt den Leser mit einer Reihe
praktischer Beispiele.
2006, 4. Auflage
1.044 Seiten, ISBN 978-3-87150-956-8
€ 98,00
Eventmarketing nimmt eine starke Position in der Kommunikationspolitik ein und gewinnt auch im Einzelhandel an
Bedeutung. Dieses Lexikon dient als Nachschlagewerk bei
Definitionsfragen sowie als Praxisratgeber für all jene, die
mit der Planung, Organisation und Realisierung von Events
beruflich zu tun haben.
17 Autoren beleuchten die Eventbranche aus völlig unterschiedlichen Blickwinkeln: Der Ausbildungs- und Weiterbildungsmarkt ist genauso ein Thema wie der strategische Planungs-/Kontrollablauf oder auch der rechtliche
Rahmen. Eine abwechslungsreiche Lektüre – durchaus
relevant für die Retail-Szene.
2007, 231 Seiten, ISBN 978-3-86641-062-6
€ 68,00
Neue Materialien sind ein absolutes Trendthema. Sie garantieren wirtschaftlichen Fortschritt und eröffnen bisher
ungeahnte Gestaltungsmöglichkeiten. „Raumproben“
verschafft Architekten und Designern einen umfassenden Einblick in über 120 Materialien und zeigt deren unterschiedliche Anwendungen.
Dieser Bildband begibt sich mit seinem Betrachter auf
eine Reise durch neue und umgebaute Fashion-Stores
der Saison 2005/2006. Schauplätze sind u.a. Diesel/London, Lacoste/München, Longchamp/New York, Globetrotter/Köln.
2007, 155 Seiten, ISBN 978-3-86641-052-7
€ 78,00
Event-Kalender Calendar of events
DATE
LOCATION
EVENT
TYPE
INFORMATION
2.10.2007
London
Internet Retailing
Conference
www.rli.uk.com
2.10.2007
Amstetten
Visual Merchandising für Praktiker
Eintagesseminar, Irmgard Heyd
www.umdasch-shop-concept.com
4.10.2007
Wien
Projektentwicklung im CEE-Raum
Expertenforum
www.regioplan.at
4.10.2007
Düsseldorf
Ladendiebstahl LIVE
Eintagesseminar, Alfred Fuchsgruber
3.–5.10.2007
South Africa
2007 Retail Real Estate Summit
Shoppingcenter-Conference
www.icsc.org
9.–10.10.2007
Hamburg
easyFairs®
Lokale Ladenbau-Messe
www.easyfairs.com
10.10.2007
Amstetten
Mehr Ertrag auf gleicher Fläche
Eintagesseminar, Christian Göggerle
16.10.2007
Salzburg
Salzburger Gespräche
Branchen-Tagung
www.textilzeitung.at
18.10.2007
Salzburg
Der genetische Code
Eintagesseminar, Arndt Traindl
18.10.2007
Paris
Umdasch Shop-Concept-Forum
Conférence, Dr. Alfred Haar, Tobias Humpert
23.10.2007
Amstetten
Der erste Eindruck zählt
Eintagesseminar, Lipczinsky/Boerner
24.10.2007
Oberentfelden
Ladendiebstahl LIVE
23.–24.10.2007
Milan
World Business Forum
Congress
www.wbfeurope.com
25.10.2007
Lausanne
Ladendiebstahl LIVE
Séminaire dún Jour, M.Jürgen Schmid
SHOP aktuell 102
SHOP Events
Bücher Books
Kalender Calendar
(English Editions)
MATTHIAS HORX
JONS MESSEDAT
TREND-REPORT 2007
BEST DESIGNED FLAGSHIP STORES
Zukunftsinstitut, Kelkheim
2006, 119 Seiten, ISBN 978-3-938284-31-5
€ 95 (nur als pdf verfügbar)
avedition, Ludwigsburg
2007, deutsch/englisch
168 Seiten, ISBN 978-3-89986-083-2
€ 29,90
Matthias Horx verrät seinen Lesern die wichtigsten soziokulturellen Schlüsseltrends des Jahres 2007. Zum Gusto holen, ein paar Vorhersagen des Zukunftsforschers
in aller Kürze: Indiens Kultur wird Kult in Europa. Die
neuen Billig-Convenience-Marken sind jung, cool, chic
und designerhaft.
MATTHIAS HORX
Flagship stores convey feelings of emotion, competence
and a unique lifestyle. The authentic brand identity thus
becomes tangible for customers and visitors alike. This
bilingual volume introduces and describes exceptionally successful stores, brand universes and showrooms
around the world.
H. JAHN, W. SOBEK, M. SCHULER
ANLEITUNG ZUM ZUKUNFTSOPTIMISMUS. WARUM DIE WELT NICHT
SCHLECHTER WIRD.
Schreckensvokabeln wie „Klimakatastrophe“, „wachsende Gewaltbereitschaft“, „steigende Armut“ dominieren unseren Alltag. Trend- und Zukunftsforscher
Matthias Horx sagt dem Pessimismus nun den Kampf
an. Er räumt mit einer Reihe von Zukunftsmärchen auf
und plädiert für mehr Eigeninitiative und Selbstbestimmung.
SUVARNABHUMI AIRPORT
BANGKOK, THAILAND
The largest airport in Asia sets new standards in architecture, infrastructure and energy technology. The photos in
this illustrated volume show this impressive airport from
a variety of perspectives.
avedition, Ludwigsburg
2007, englisch
180 Seiten, ISBN 978-3-89986-088-7
€ 49,00
Campus Verlag, Frankfurt/Main
2007, 310 Seiten, ISBN 978-3-593-38251-2
€ 24,90
DATE
LOCATION
EVENT
TYPE
INFORMATION
29.10.2007
Zürich
Fachvortrag, Dr. Kai Hudetz
6.11.2007
Amstetten
Ladendiebstahl LIVE
7.–8.10.2007
Düsseldorf
Modehandels-Kongress
Fachkongress
www.twnetwork.de
12.11.2007
Amstetten
Fachvortrag, Thomas Huber
12.–13.11.2007
Berlin
Deutscher Handelskongress 2007
Fachkongress
www.handelskongress.de
14.–16.11.2007
Cannes
MAPIC
Retail Real Estate Fair
www.mapic.com
22.11.2007
London
Specialist lecture
22.11.2007
Wien
Handelszonen 2020
Praxisseminar
www.regioplan.at
22.–23.11.2007
Amsterdam
5th Annual Building Winning Brands
Branding Congress
www.marcusevans.com
28.–29.11.2007
Köln
EHI-Marketing-Forum 2007
Marketingkonferenz
www.ehi.org
23.–27.2.2008
Düsseldorf
EuroShop
The Global Trade Fair
www.euroshop.at
26.–27.2.2008
Düsseldorf
Innovationstag Handel 2008
Konferenz
www.ehi.org
19.–21.3.2008
Chicago
Global Shop
Retail-Deisgn and In-Store Marketing Fair
www.globalshop.org
23.–26.3.2008
Dubai
Laden-Dramaturgie LIVE
Shop-Expedition, Dr. Christian Mikunda
SHOP aktuell 102
EuroConcept
EuroSales
EuroCIS
EuroExpo
Shopfitting
Store Equipment
Visual Merchandising
Information and
Stand Construction
Sales Promotion
Security Technology
Lighting
POS Marketing
Design
Special Events
Architecture & Store Design
Refrigeration Equipment
Düsseldorf wird vom 23. bis
27. Februar 2008 Schauplatz
der nächsten EuroShop sein.
Umdasch finden Sie auf
einem rund 1.000 m² großen
Stand in der Halle 12.
Düsseldorf will be the setting
for the next EuroShop from
23 – 27 February 2008.
Umdasch will be occupying a
1,000 m² stand in Hall 12.
EuroShop
T h e G l o b a l R e t a i l Tr a d e F a i r
2 3.– 2 7. 2 . 2 0 0 8
Düsseldorf, Germany
w w w. e u r o s h o p . d e
Messe Düsseldorf GmbH
Postfach 10 10 06
40001 Düsseldorf
Germany
Tel. +49 (0)2 11/45 60-01
Fax +49 (0)2 11/45 60-6 68
www.messe-duesseldorf.de
esp0801_01203.indd 1
10.07.2007 12:00:30 Uhr
Umdasch Shop-Concept SAS
F-91160 Champlan
Tel. +33 1 60491840, Fax 60491841
[email protected]
Umdasch Shop-Concept spol. s r.o.
CZ-37001 České Budějovice
Tel. +420 387022011, Fax 7022013
[email protected]
Umdasch Shop-Concept GmbH
A-3300 Amstetten
Tel. +43 7472 605-0, Fax 63487
[email protected]
Umdasch Shop-Concept Limited
GB-Oxford OX4 1LF
Tel. +44 1865 207800, Fax 207801
[email protected]
OOO Umdasch Shop-Concept
RUS-119526 Moskau
Tel. +7 495 4382729, Fax 4385388
[email protected]
Umdasch Shop-Concept AG
CH-5036 Oberentfelden
Tel. +41 62 7372525, Fax 7372550
[email protected]
Umdasch Shop-Concept S.r.l.
I-39050 Pineta di Laives (BZ)
Tel. +39 0471 958700, Fax 958777
[email protected]
Umdasch Shop-Concept L.L.C
UAE-Dubai
Tel. +971 4 3618462, Fax 3618335
[email protected]
D-74933 Neidenstein
Tel. +49 7263 401-0, Fax 401-145
[email protected]
NL-7556 BN Hengelo (Ov.)
Tel. +31 74 2467360, Fax 2504423
[email protected]
ShopConsult by Umdasch GmbH
A-3300 Amstetten
Tel. +43 7472 605-0, Fax 605-3500
[email protected]
WWW.UMDASCH-SHOP-CONCEPT.COM
Member of the Umdasch Shopfitting Group
In addition, you can contact Umdasch ShopConcept or the Umdasch Shopfitting Group at
the following planning and sales offices or at the
following sites. Austria: Vienna, Traun/St. Martin,
Innsbruck, Klagenfurt. Switzerland: Münsingen
(Berne). Germany: Hamburg, Monheim, Bad
Hersfeld, Bamberg, Hofheim/Wildsachsen.
Netherlands: Delft. France: Claix/Grenoble.
Slovenia: Zgornja Polskava (Maribor). Sweden:
Göteborg. Norway: Oslo. Croatia: Zagreb.
Greece: Athens. Canada: Toronto. USA: Newport
Beach/CA. Italy: Roncadelle, Milan, Parma.
Saudi Arabia: Jeddah. Poland: Warsaw. Serbia:
Belgrade.
www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.shopconsult.at • www.display.at • www.koncret.it

Shopping centres in the fast lane

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