house of football, Soweto

Transcription

E/D ∙ € 6 / chf 9 / $ 8 / £ 4
The International Magazine for
Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
108
House of Football, Soweto
The boom in sports
retailing
Project management
in shopfitting
Trends
in sales tables
Photos: MEXX/Philippi
SHOP Inhalt
Contents
Im SHOP TALK sprechen Elke Moebius u. a. über
Perspektiven zur EuroShop 2011 – Seiten 13 – 14.
In SHOP TALK Elke Moebius and other guests speak
about perspectives at the EuroShop 2011 – pages 13 – 14.
In den „Tisch-Geschichten“ erzählen wir, was bei der
Warenpräsentation mit Verkaufstischen angesagt ist.
Seiten 38 – 41. In “Table Talk” we tell readers what is
currently called for when it comes to goods presentation
on sales tables. Pages 38 – 41.
Über Shops & Shopping im Londoner West End und
Westfield Center berichtet der RETAIL REPORT auf den
Seiten 42 – 47. The RETAIL REPORT informs about shops
& shopping in London’s West End and the Westfield
Centre on pages 42 – 47.
Weltweit für Aufsehen gesorgt hat das „House of Football“
in Soweto, ein CSR-Projekt von Nike. Seiten 16 – 19. The
“House of Football” in Soweto, a CSR project by Nike, has
aroused worldwide attention. Pages 16 – 19.
Inhalt
Contents
SHOP INSIDE
Editorial, Masthead, Reader service
Der erste Auftritt des
neuen MEXX-Konzeptes
erregte international
Aufsehen. Mehr darüber
im Shop Panorama auf
den Seiten 34 und 35.
The first presentation of
the new MEXX concept
aroused great
international interest. You
can read more about it in
Shop Panorama on pages
34 – 35.
4 – 5
SHOP CONCEPT TOPIC
Sports retailing: success through innovation Complete outfitting in shopfitting
6 – 13
20 – 2
3
SHOP TALK
Michael Degen, Elke Moebius, Michael Gerling
and Ulrich Spaan on the EuroShop 2011
14 – 1
5
SHOP REPORT
“House of Football”, Soweto
16 – 1
9
SHOP PANORAMA
Auckland Duty Free, Esprit, Geox, Linden-Apotheke,
Mexx, Sandro, Sheen, Schuh Treff, Thalia, Trek 24 – 3
7
SHOP DESIGN
Table Talk – Trends in sales tables
38 – 4
1
RETAIL REPORT
West End & Westfield, London
42 – 4
7
SHOP EVENTS
Umdasch Shop Academy, “The supermarket of the future”,
calendar of events, new books
48 – 5
1
SHOP aktuell 108
umdasch shop-concept
3
SHOP Editorial
Innovationen
Innovations
Liebe LeserInnen,
Innovationen sind
ein wesentliches Kriterium für er folgreiche Geschäfte im
Einzelhandel. Das Reinhard Peneder
betrifft Produktneu- SHOP aktuell
heiten genauso wie Chefredakteur
Editor-in-Chief
neue Ideen und Konzepte zum Verwöhnen erlebnishungriger
Kunden. Ein positives Beispiel dafür ist
der Sportartikelhandel, der dank unzähliger nützlicher und spannender Innovationen seit Jahren auf der Erfolgsspur
fährt. SHOP aktuell hat einen Blick vor
und hinter die Kulissen dieser Branche
geworfen und dabei einige Erfolgsgeheimnisse in Erfahrung gebracht.
Eine Flut an Innovationen und Ideen
können Sie sich auch von der kommenden EuroShop in Düsseldorf erwarten.
Schon heute möchten wir Sie auf diese globale Leitmesse in Sachen Retail &
Shopfitting hinweisen und Sie zum Besuch animieren und einladen.
SHOP Inside
Andreas Ludwig neuer Umdasch
CEO Andreas Ludwig becomes
new CEO of Umdasch
Dr. Andreas Ludwig (50), bis Ende
April 2010 CEO der börsennotierten Zumtobel AG, hat mit Anfang September 2010
den Vorstandsvorsitz in der Umdasch AG
vom bisherigen Generaldirektor Dr. Reinhold Süßenbacher (61) übernommen.
Dr. Süßenbacher, der den Konzern über
elf Jahre sehr erfolgreich geleitet hat, wird
in den von Hilde Umdasch und Alfred
Umdasch präsidierten Aufsichtsrat der
Umdasch AG wechseln. Mit Dr. Ludwig
als Vorstandsvorsitzenden bilden die bisherigen Vorstände Ing. Josef Kurzmann
(Doka Gruppe) und Dipl.-Vw. Helmut
Neher (Umdasch Shopfitting Group) das
neue Führungsteam des Umdasch-Konzerns. Der Führungskreis der Umdasch
Shopfitting Group mit ihren Kernmarken
Umdasch Shop-Concept und Assmann
Ladenbau setzt sich aus Dipl.-Vw. Helmut
Neher (Vorsitzender), Christian Binder, DI
Thomas Birnleitner, Mag. Claus Schmidt
und Michael Staller zusammen.
Dear Readers,
Innovations are an important criterion
for successful business in the retail sector. This applies to innovative products as
well as to new ideas and concepts which
will appeal to customers longing for new
experiences. A positive example of this is
the sporting goods retail sector, which as
a result of countless useful and exciting innovations has been enjoying a successful phase for some years. SHOP aktuell
has taken a look on stage and behind the
scenes in this sector to discover some of
the secrets of the branch’s success.
Der Führungskreis der Umdasch Shopfitting
Group (von links nach rechts:) Thomas Birnleitner,
Christian Binder, Helmut Neher (Vorsitz), Michael
Staller, Claus Schmidt. The Senior Management
Committee of the Umdasch Shopfitting Group
(from left to right): Thomas Birnleitner, Christian
Binder, Helmut Neher (Chairman), Michael Staller
and Claus Schmidt.
Dr. Andreas Ludwig ist seit 1. 9. 2010 CEO der
Umdasch AG. Dr. Andreas Ludwig has been the
CEO of Umdasch AG since 1. 9. 2010.
Dr. Andreas Ludwig (50), who until the
end of April 2010 was CEO of the listed
company Zumtobel AG, has taken over
the position of Chairman of the Board of
Umdasch AG from the previous Managing Director Dr. Reinhold Süßenbacher
(61) with effect from the beginning of
September 2010. Dr. Süßenbacher, who
has successfully led the concern for eleven years, will transfer to the Supervisory
Board of Umdasch AG under the chairmanship of Hilde Umdasch and Alfred
Umdasch. With Dr. Ludwig as Chairman
of the Board the new management team
of the Umdasch Concern will also include
the previous members of the board, Ing.
Josef Kurzmann (Doka Group) and Dipl.Vw. Helmut Neher (Umdasch Shopfitting
Group). The Senior Management Committee of the Umdasch Shopfitting Group
with its core brands Umdasch ShopConcept and Assmann Ladenbau comprises Dipl.-Vw. Helmut Neher (Chairman),
Christian Binder, DI Thomas Birnleitner,
Mag. Claus Schmidt and Michael Staller.
Leserservice Reader service
You can also look forward to a veritable flood of innovations and ideas at the
forthcoming EuroShop in Düsseldorf. We
are taking this opportunity to remind you
of the leading trade fair for retail and shopfitting worldwide, in order to encourage
and invite you to visit us there.
4
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]
Impressum
SHOP aktuell is published by Umdasch Shop-Concept. For addresses see back cover of magazine. Number 108/September 2010.
German/English edition. Price per copy: € 6, CHF 9, $ 8, L 4. Subscription price: € 24 for 5 consecutive issues (plus postage).
Distributed free of charge to Umdasch MDB members. Project management: Reinhard Peneder, Umdasch Shop-Concept, A-3300
Amstetten. Managing Editor: Sonja Scheidl. Authors and contributors to this issue: Reinhard Peneder, Sonja Scheidl, Milena
Hunziker, Hubert Gasthaus, Roman Fussthaler, Michael Staller, Maik Drewitz, Regula Wirth, Christian Hammer. Design: Denise
Siegl, Sandra Schuller. Photos/Illustrations: Manfred Aigner, Reinhard Peneder, Cornelia Suhan, Luis Paterno, dlv, Matthias
Koch, Dietmar Koch, O’Neill, Fair Play, Syndicate, Blocher Blocher, Bründl, Intersport Deutschland, Sheen, Geox, DFS, Thomas
Schwentner, Sonja Scheidl, Nike, Jeffrey Totaro, Arka Cartographics, Westfield, Katrien Franken, Shutterstock, MEXX/Philippi,
Habitat, Adrian Lambe, Assmann, Christian Hammer, Dr. Cornelia Jokisch, EuroShop, Regula Wirth, Archiv. Translation: Jane
Michael. Printing: Friedrich VDV, Linz. N.B.: Projects executed by Umdasch are listed as such in the text or the photo caption.
SHOP aktuell 108
SHOP Inside
ShopConsult goes international Umdasch an
der EuroShop
economic execution of concepts will also
The consultancy company ShopConUmdasch at
be one of the main aims of the new consult (by Umdasch), which specialises in the
stellation. ShopConsult has also made a
retail sector, is to increase considerably its
the EuroShop
name for itself in the field of retail research.
range of activities. In future the new Shop-
Consult will not only operate from Amstetten (Austria), but will also acquire two new
locations, namely Oberhausen (Germany) and Oberentfelden (Switzerland), from
which it will be able to serve national and
international retailers and brands. With the
additional support of expert staff its traditional main focuses “Brand Strategy” and
“Brand Design” will be complemented by
the service module “Shop Planning”.
ShopConsult by Umdasch was founded in 2000 as a subsidiary company of
Umdasch Shop-Concept. The company’s principal focus lies in integrated store
branding. Over the course of recent years
it has developed numerous pioneering
shop concepts and accompanied their
realisation. The practical feasibility and
Noteworthy in this respect are the topics of
neuro-marketing, LIM (Less is More), top
brands and the “Best Agers”. This groundwork, which is of great value for many customers, will be continued consistently in
future.
The main staff members involved
at ShopConsult are Mag. Max Wöss,
DI Alfred Leitl (both in Amstetten), Maik
Drewitz (Oberhausen) and Andrés Gutiérrez (Oberentfelden). The overall management lies in the hands of Helmut Neher. If
required ShopConsult can also call upon
an experienced network of specialists
from a variety of disciplines. This comprehensive range of store branding services
will be presented at the next EuroShop in
Düsseldorf.
Dictionary of Shopfitting and
Retail Marketing
Together with the prestigious CallweyVerlag of Munich, the Umdasch Shop Academy is to publish the “Ladenbau- und
Laden-Marketing-Lexikon” (Dictionary of
Shopfitting and Retail Marketing) before
the EuroShop 2011. This unique work will
consist of two main sections. In the classic dictionary section some 1,000 terms
from the fields of shop architecture / shop
design, (retail) marketing and shopfitting
will be explained. The second main section will consist of specialist essays by
more than two dozen proven international
experts on current themes from the retail
and shopfitting scene. Authors who have
agreed to supply a contribution include
Dr. Hans-Georg Häusel (neuromarketing),
Dr. Martina Kühne/GDI (consumer culture),
Dr. Christian Mikunda (shop dramaturgy),
DI Dieter Blocher (shop architecture), Karl
Schwitzke (shop design), Klaus Striebich/
ECE (shopping centres), Dr. Kai Hudetz
(multi-channel retailing) and Dr. Katharina
Auer (best agers).
The first edition of this work will be
available in German only. It should become
SHOP aktuell 108
The Dictionary of Shopfitting and Retail
Marketing should become one of the tools
of the trade in the shop and shopfitting
sector.
one of the essential tools of all those who
are involved with the conception, planning and realisation of shop investments.
The retail price will be € 50. For subscribers to SHOP aktuell and participants in the
seminars of the Umdasch Shop Academy
the publication will be available at a special price (€ 35 or € 29). Copies may be
reserved or ordered informally (by e-mail
to [email protected]).
Herzlich willkommen bei Umdasch Shop-Concept
und Assmann Ladenbau bei der EuroShop 2011 in
Düsseldorf. Welcome to Umdasch Shop-Concept
and Assmann Ladenbau at the EuroShop 2011 in
Düsseldorf.
Die beiden Kernmarken der Umdasch
Shopfitting Group, Umdasch Shop-Concept und Assmann Ladenbau, werden
ihr Leistungsspektrum an der kommenden EuroShop (Düsseldorf, 26. 2. bis 2. 3.
2011) wieder auf einem gemeinsamen
Stand in Halle 12 präsentieren. Der von
der Hamburger Design-Agentur Syndicate konzipierte 800 m²-Auftritt wird unter
dem Motto „A la carte – serving ideas &
solutions“ stehen. Auf die Besucher warten zahlreiche neue Ideen und Produkte
sowie nette Überraschungen. Mehr über
die EuroShop 2011 lesen Sie im Shop Talk
auf den Seiten 12 – 13 sowie in der nächsten Ausgabe von SHOP aktuell.
The two core brands of the Umdasch
Shopfitting Group, Umdasch Shop-Concept and Assmann Ladenbau, will once
again present their range of services at
the forthcoming EuroShop (Düsseldorf,
26. 2. − 2. 3. 2011) from their joint stand
in Hall 12. The presentation devised by
the Hamburg design agency Syndicate
will extend over an area of 800 m² and will
be staged under the motto “A la carte –
serving ideas & solutions”. Visitors will
discover a wide range of new ideas and
products as well as attractive surprises.
You can read more about the EuroShop
2011 in Shop Talk on pages 12 – 13 as
well as in the next issue of SHOP aktuell.
5
SHOP Concept Topic
Sports retailing
Text
Reinhard Peneder
2,155 m² – as here in Wiener Neustadt (large photo) actually represent quite
a small format for Eybl; the mega-stores of Austria’s top player can reach
as much as 10,000 m². Since 2007 Eybl has been promoting its quality and
functional brand Seven Summits for outdoor sports, mountaineering, skiing
and snowboarding (the small photo shows the shop in Innsbruck).
The boom in sports retailing
Sports retailing is currently one of the winners in the contest for the favour of consumers. The sector profits
from social trends (wellness, fitness, feminism), clever (product) innovations and increasingly from the
first-class presentation of their displays at the POS. And when the weather god is favourably disposed too,
records are regularly broken. SHOP aktuell paid a visit to a number of professionals to ask them
what, where, when and why business was so good.
“Intersport: cold weather raises the temperature”, “Record
business for sports retailers”, “Sport 2000 breaks all records”
and “Adidas achieves 11 % increase in turnover during first
half-year” are just some of the headlines seen over the past
weeks which document the boom within the sector. In concrete terms this means, for example, that Intersport Deutschland achieved an increase in turnover of 7.7 % during the
first half-year, while its competitor Sport 2000 managed 6 %.
Future prospects look promising too. The current fitness and
6
wellness trend, the desire for outdoor activities, and the rapid increase in sporting activities of modern women and “Best
Agers” are contributing to this increase in turnover. And then
there are innovative products such as E-bikes, GPS equipment, technical clothing and high-quality backpacks. Well
publicised sports events add the icing on the cake. The 20 %
increase in the segment “fan articles and football” in the current Intersport range (see diagram), for example, can be attributed to the football world championships.
SHOP aktuell 108
SHOP Concept topic
Sports retailing
In its flagship store in Kaprun, planned by Blocher Blocher and fitted
out by Umdasch, Bründl sets new standards when it comes to
authentic sports-shop architecture and goods presentation. For the
skiing world championships in Schladming in 2013 Bründl is already
planning a sports shop in the new Planai stadium (small photo).
Of top players and interesting niches
In Germany the buying associations Intersport (approx. 36 %)
and Sport 2000 (approx. 19 %) account for more than half the
sports retail turnover. Other major players include chain stores
such as SportScheck, Karstadt Sport and Runners Point. The
next moves within Germany of the major French company
Decathlon are the subject of interested speculation. In Austria the five top players Intersport, Sport 2000, Hervis, Sports
Experts and Gigasport covTop sports retailers
er some 90 % of the market
Europe
– an enormous concentra(Turnover in € billion 2006)
tion (see diagram). In Swit1 Intersport
7.7
zerland, where the develop2 Decathlon
3.7
ments on the sports markets
3 JJB Sports (UK)
1.2
have been greeted with a
4 Groupe Go Sport
0.9
fair degree of restraint, the
5 JD Group
0.8
three main chains Ochsner
6 Sport 2000
0.8
Spor t, Athleticum and
7 Footlocker
0.5
SportXX account together
8 Blacks Leisure
0.4
for about 38 % of the turn(Source: www.retail-index.com)
over. Organised specialist
SHOP aktuell 108
stores account for approximately 38 % of the turnover, while
non-organised specialist retailers account for 12 %.
What is noticeable is the very high concentration in the sports
article retail sector. This provides an opportunity for regional
and/or niche concepts focusing on specific ranges of products. There are special retailers for tennis, golf, equestrian sports articles, bikes,
boards, outdoor pursuits etc.
But not all these concepts are
able to establish themselves
since, according to Klaus Jost
of Intersport, “it is difficult to
achieve a satisfactory profit,
or at least to achieve a satisfactory profit in the long term”.
Mathias Schenk of Fair Play in
Spreitenbach sees things similarly: “A successful niche retailer will often be taken over by a Christoph and Bernhard Bründl
know how to arouse the enthusiasm
larger one because he can
of staff and customers alike.
7
SHOP Concept Topic
Sports retailing
The new concept of Sport 2000 for large areas received its premiere in
Landsberg. The brief was for “Shopfitting light” and strong colour accents
(large photo). In the previous year, Sport 2000 launched a new lifestyle concept
for fashion shoes and streetware with “S2” (small photo from Dresden).
Shopfitting in both cases by Umdasch Shop-Concept.
no longer provide the necessary resources in the long term, or
he may remain small and then unfortunately disappear from
the scene again later.”
story is made. Not only in the flagship store in Cologne do they
show just what has happened to the former niche product outdoor sports: 7,000 m² of authentically staged sales area, brimming over with adventure, experience and dreams. Managing
Directors Thomas Lipke and Andreas Bartmann are now setting their sights on further expansion. The sales area in Dresden is being tripled, and new stores are being opened in Frankfurt am Main and Munich (4,700 m²). In 2012 a 3,000-m² project
will be realised at Zurich main railway station in co-operation
with Transa. Trend scouts should be booking their tickets for
these destinations already.
Intersport Bründl and Globetrotter are two examples of the way
that what appears to be a niche has been developed into a multipliable concept. Starting from small beginnings, Bründl has
expanded to become one of the best-known sports stores in
the Alpine region. The secrets are a successful handover to the
younger generation, an uncompromising insistence on quality
in both advice and service, and keen staff
who pass on their enthusiasm to the cusMarket shares
tomer. The main store in Kaprun, rebuilt in
in the sports retail sector in Austria 2009
2008, caused an international sensation
Intersport Österreich
37.3 %
in the field of shop architecture. Today the
Of
which:
Intersport
20.0 %
“Bründl Sports feeling” can also be expeIntersport Eybl
17.3 %
rienced in Zell am See, Mayrhofen in the
Sport 2000
22.2 %
Ziller Valley, and Ischgl. Plans are already
Hervis
15.2 %
being going ahead for a new store in the
Sports Experts
7.6 %
Planai stadium in Schladming for 2013
Gigasport
6.8 %
World Alpine Skiing Championships. PasOther retail
10.9 %
sion, enthusiasm and a pioneering spirit
(Source: RegioPlan)
are also the stuff of which the globetrotter
8
Of areas, formats and profiles
Nowadays a full-range sports store can
occupy a sales area of up to 10,000 m²
or more – whereby “full-range” is a term
which still needs to be defined. As in the
case of department stores, the danger
here is that the range of goods may be
so wide that in some areas the necessary
depth may be lost. In theory the defined
range of goods and the depth of the goods
SHOP aktuell 108
SHOP Concept topic
Sports retailing
The presentation of Intersport retailers in Germany is
characterised by a good overview, clear orientation and
consistent visual merchandising. The photos of the goods are
enhanced by inspiring pictures approriate to the subject. Seen
at Intersport Drucks in Kerpen.
Problems in sport retailing:
Major
problem
Considerable
problem
Small
problem
No
problem
Price dumping by competitor
27.0 %
47.2 %
21.3 %
4.5 %
Internet sales
29.5 %
39.8 %
23.9 %
6.8 %
Margins too tight
20.5 %
45.5 %
26.1 %
8.0 %
Customers’ reluctance to purchase
26.1 %
31.8 %
33.0 %
9.1 %
Pressure of costs (rent, staff etc.)
13.3 %
38.9 %
30.0 %
17.8 %
Manufacturers’ online shops
12.4 %
37.1 %
34.8 %
15.7 %
Customers’ price-awareness
11.5 %
37.9 %
40.2 %
11.3 %
Consultancy theft
14.9 %
37.1 %
33.8 %
14.7 %
Discounters, out-of-town stores
7.1 %
36.5 %
43.5 %
12.9 %
Industry’s punctuality of deliveries
7.9 %
29.2 %
44.9 %
18.0 %
Mail order
11.8 %
23.5 %
47.8 %
17.2 %
Banks. Capital acquisition
18.4 %
20.7 %
32.2 %
28.7 %
Manufacturers’ stores
10.6 %
34.1 %
28.2 %
27.1 %
Competition from department stores
2.3 %
15.1 %
58.1 %
25.4 %
Training and further training of staff
2.2 %
15.7 %
39.2 %
43.8 %
Pressure of variety of goods from own
association
1.3 %
6.5 %
16.9 %
75.3 %
(Source: SAZ problem statistics)
SHOP aktuell 108
concerned (expertise) together with the (price) positioning will
give the number of items to be displayed and hence the necessary sales area. In practice this naive assessment cannot
work because it fails to take adequate account of locationspecific characteristics and the competition. “That is why there
are no standard sizes, only recommended sizes”, comments
Thomas Römer of Intersport. “planning along these lines focuses strictly on economic considerations,” says Dr. Peter Wahle
(Sport Eybl & Sport Experts), “the individual product modules
are selected individually to match the location. A great detail of
detailed work in necessary.”
“The market will divide itself even more strongly into two segments,” observes Mathias Schenk. “One the one hand the lowprice segment without advice and large sales areas will continue
to expand. And on the other there is the specialist retailer who
must distinguish himself through his advice and correspondingly well-placed range of goods.” In everyday practice Dr. Peter
Wahle has mastered this virtuoso performance using the full
range of store types. Sport Eybl, a “Buying Member” of Intersport Austria, is a group of large-scale sports article stores, a
premium retailer with a fairly big market share. The ten megastores and 15 shops add up to a total of some 73,000 m² of
9
SHOP Concept Topic
Sports retailing
The sports articles market in Switzerland is also polarised. While
the Migros format SportXX relies on the principle “Experts need
space” and a very aggressive presentation, Bayard in the exclusive
ski resort of Zermatt wins accolades for its cosy atmosphere,
excellent advice and personal service.
sales area. The range of goods is excellent as regards both
Klaus Jost comments: “We don’t have any discounters, but nor
breadth and depth. Great emphasis is placed on the quality of
do we have any shops selling only luxury goods.” With a turnadvice and service and long-term customer loyalty. The initial
over of approximately € 2.6 billion the sales association in Gerand ongoing training of the staff is correspondingly intensive.
many holds a 36 % share in the sports articles and sports fashThe aim is to awaken the need, and so the
ion market. Intersport International, with
atmosphere within the shop is correits headquarters in Berne, is the world’s
Turnover development
spondingly lively and attractive. Sports
largest service association of independent
according to product sectors
Experts (22 locations with a total of 60,000
sports retailers in the world (5,200 specialat Intersport Germany: 1st half-year 2010
m² sales area) on the other hand has been
ist stores in 37 countries and a turnover of
Fan articles, football
+ 20 %
positioned as a specialist store. The for€ 9.3 billion).
Outdoor sports
+ 16 %
mat is oriented towards providing good
Winter sports
+ 12 %
value for money and has a higher selfOf global brands and multi-channel
Total
+ 8%
service element as it provides “Easy Shopretailing
Biking, FunWheel
+ 7%
ping” on one level. Here a good overview
Fitness, workout
+ 6%
and easy orientation are called for. CusOpinions differ on the subject of brands
Swimming,
water
sports
+ 4%
tomers wishing for advice will receive it.
or monolabel stores, which may in fact be
Leisure fashion winter
+ 4%
And it goes without saying that the
a question of location. “I have no difficulMulti-sports
+ 4%
approach is friendly.
ty with monolabel stores; they are more
Running, Nordic walking
- 1%
or less marketing tools. I see internationLeisure fashion summer
- 5%
Intersport Germany sees its over 1,000
al brands positively because they appeal
Racquet sports
- 6%
members with their more than 1,400
to customers with great advertising and
shops and 900,000 m² of sales area
therefore enliven the market. What is a
(Source: Intersport)
clearly positioned as specialist stores.
disadvantage is the fact that these brands
10
SHOP aktuell 108
SHOP Concept topic
Sports retailing
On 27 March 2010 the new sports supplier “Alpin” reopened
in the venerable Palais Troyer in Innsbruck after a complete
renovation which lasted for three months (Planning Blocher
Blocher, shopfitting by Umdasch). The stores 2,000 m² sale
area focuses on mountaineering and biking.
can be purchased virtually everywhere and therefore do not
channel players who apparently know very well that the profoffer a USP.” That is the opinion of Dr. Wahle. Klaus Jost is
itability of their own companies will increase with the number
rather more critical: “It is the grand total which counts. We are
of channels they make use of. Peter Wahle, too, is convinced
talking of at least one hundred brands which are in a position to
that it is worthwhile pursuing a multi-channel strategy: “Mulopen up stores. In shopping centres and main shopping streets
ti-channel retailing is an essential element in retailing today.
in particular the grand total achieved by these shops results in
The development is unstoppable. It would be like trying to hold
a comprehensive range of products. Salewa has some, and
back the sea.” Wahle admits that the effort involved should not
so do Timberland, North Face and Jack Wolfskin etc. At evebe underestimated. And that is the reason why many retailers
ry airport you will find one or the other. That is why a Decathfail to take advantage of this opportunity.
lon with its new shops is not the only threat which specialist
sports retailers face. But if 100 manufacOf stagecraft in retailing
turers each open two shops we shall have
Turnover according
to product sectors
a total of 200! ”
For Thomas Römer the merchandising of
2009 at Sport 2000
the area plays an increasingly important
Outdoor sports
20.8 %
In the statistics of major problems listed
role. It is not necessary to invest large sums
Skiing
17.6 %
by the specialist sports retail magazine
since in sports many products are so obviSAZ (see diagram), the factors “Internet
ous that they are strong enough to make
Multisports
15.6 %
sales” and “Manufacturers’ online shops”
their own statement. They are supported
Team sports/football
11.5 %
occupy prominent positions (placed secby event areas and pictures. In-store teleLeisure/lifestyle
11.2 %
ond and sixth respectively). But what
vision is being used increasingly frequently.
Walking/running
9.8 %
about sports retailers’ own multi-channel
In the case of this medium a directly posOther
13.5 %
activities? In SportScheck and Globetrotitive effect on sales has been observed.
(Source: Sport 2000)
ter the sector possesses top-notch multiAt Intersport, however, there is no
SHOP aktuell 108
11
SHOP Concept Topic
Sports retailing
In the new Nike Store on the Champs-Élysées in Paris
famous stars form the focus of attention. The product itself
also becomes a star, thanks to the skilful lighting concept:
Nike Brand Design, HMKM, Umdasch UK. Shopfitting:
Umdasch Shop-Concept UK. Lighting: BDP, HMKM.
excessive emphasis on visual merchandising and stagecraft,
because “in contrast to a Niketown or a Globetrotter we have to
decide in the last analysis what is ready to be reproduced, what
can be systematised and multiplied. That is why we design our
flagship stores in an effective and targeted manner. What matters is that they are successful.”
Director Luis Rueda has to say on the subject of trends in visual
merchandising: “Simplicity!” Rueda also notes that the use of
LED technology for lighting is becoming more affordable for a
broader spectrum of uses. That provides more scope for stagecraft in retailing.
Of the sports performance of Umdasch Shop-Concept
Peter Wahle sees further potential in the stagecraft. “What
I miss a bit in the sports retail sector is the focus on experience. The arousing of the desire for a product must be given
greater emphasis. I see the sports retail sector today as focusing too strongly on what people actually need; I see it as being
too masculine in its approach. You go in, and everything is neatly
arranged, so you find what you need and then leave again.” That
is why the staff at Eybl are working to make a sports retail store
into a sports department store and sports experience store. A
large Eybl store should be experienced by visitors as a sports
adventure park with different areas offering different experiences. Its role models are Abercrombie & Fitch and Hollister for
staging and Zara and H&M when it comes to visual merchandising, but with frequent changes of goods ranges as at Globetrotter, and with authentic sports architecture. That is what the Niketowns are famous for. It is surprising to hear what Nike Design
12
For many years Umdasch has been an innovative and reliable
partner in the sports retail sector when it comes to shopfitting
projects – on an international
scale. The range of services the
Links:
company supplies is as varied
www.bruendl.at
as the customers’ requirements.
www.eybl.at
The spectrum ranges from strawww.intersport.de
tegic and concept consultancy
www.globetrotter.de
to store branding, shop design,
www.nike.com
shop planning and even project
www.saz.de
management, production, delivwww.spomo.de
ery and assembly of the shopwww.sports-experts.at
fittings. Each customer defines
www.sportscheck.com
individually which services or
service packages he requires. In
SHOP aktuell 108
SHOP Concept topic
Sports retailing
Perfect visual merchandising characterises the presentation by the O’Neill
label. Shopping tables are of great importance here. The lighting focuses
strongly on the range of goods. Seen in the Bluewater Shopping Centre near
London. Shopfittings by Umdasch Shop-Concept.
any case, the customers of Umdasch Shop-Concept include
famous retailers and brands like Sport Eybl, Intersport Bründl,
Gigasport (all in Austria), Stöckli, Transa, SportXX, Bayard (all
in Switzerland), Globetrotter, Sport 2000 (both in Germany),
Sportler, Diadora (both in Italy), O’Neill (Netherlands), Elverys
(Ireland) and last but not least Nike.
Umdasch’s sports professionals Andreas Geyer, Ulrich Nähter,
Paul van Hemert and Robert Schaflinger report that there is
a major trend towards authentic materials which is particular-
Dr. Peter Wahle
Klaus Jost
Thomas Römer
ly strong in the outdoors sector. The subject of sustainability
has taken over the shopfitting world. The pioneers are brands
like Globetrotter, Timberland, Transa and O’Neill. Areas of real
wood, furnishings made of old wood, stone walls and wooden benches characterise many a presentation. In many cases
the core brand is a well thought-out story told in an interesting manner (storytelling). Light, casual furnishings are much in
demand – after all, the products themselves are the real stars
of the staging. In many concepts it is the lighting design that
plays an important role.
Mathias Schenk
Luis Rueda
Regula Wirth, Sonja Scheidl, Roman Fussthaler and Reinhard Peneder carried out the research for this Shop Concept topic with the assistance of
Dr. Peter Wahle (Board. Sport Eybl & Sports Experts, Wels), Klaus Jost (Board Intersport, Heilbronn), Thomas Römer (Director of membership services
sector, Intersport, Heilbronn), Mathias Schenk (Managing Director Fair Play, Spreitenbach) and Luis Rueda (European Design Director Retail at Nike,
London) and other sources.
SHOP aktuell 108
13
Interview
Reinhard Peneder
SHOP Talk
The perspectives for the
EuroShop 2011
The next EuroShop will be held from 26 February to 2 March 2011 in Düsseldorf. “The Global Trade Fair”, as it
is subtitled, is the leading fair worldwide for investments in the retail sector, and especially for all aspects of
shopfitting. SHOP aktuell spoke to representatives of the Messe Düsseldorf and the European Retail Institute (EHI),
the sponsor of the EuroShop, to learn what visitors can expect to find this time. Taking part in the discussion were
Elke Moebius, Michael Degen (both from Messe Düsseldorf), Dkfm. Michael Gerling and Ulrich Spaan (both
from EHI) and Reinhard Peneder (SHOP aktuell).
In view of the consumer and investment climate, is 26. 2. − 2. 3. 2011 a
good time to visit the EuroShop?
Yes. Although the situation in the global
retail sector remains tense, it seems as if
the very worst is over. After the first quarter of 2010 it now looks as if the market is
slowly beginning to move again. And as
far as retail firms are concerned, it looks
as if action is needed now in particular
following a long period of frozen investments. On the other hand, retailers must
save costs, which they should be able to
achieve, for example, if they invest in the
latest energy-saving IT, cooling equipment or lighting technology.
Why should anyone visit this particular fair? And who should/ must visit it?
There is no other fair worldwide which
can compete with this one within the
retail sector. Every three years the EuroShop sets standards in quality, variety
and international flair. It is a barometer
for trends and a forum for innovation for
pioneering future topics and the most
important platform for communications
and business in the international retail
scene. Since it is only held every three
years everyone should make sure that
they don’t miss it. That applies to members of the board and managing directors
as well as anyone else who is involved in
retail investment.
Following the record EuroShop in
2008, what are the expectations as
regards participation by exhibitors
and numbers of visitors?
With 1,900 exhibitors in 15 trade fair halls
and over 100,000 visitors from 90 coun14
SHOP TALK on the EuroShop 2011 in a garden in Düsseldorf: Michael Gerling (EHI), Elke Moebius,
Michael Degen (both Messe Düsseldorf), Reinhard Peneder (SHOP aktuell) and Ulrich Spaan (EHI).
tries, the last one was the biggest EuroShop of all time. So the expectations are
extremely high this time too. The last one
will be hard to beat. The current registration rate and discussions with exhibitors
and retail experts show nonetheless that
the position of EuroShop as the leading
fair worldwide is unbroken. So we are
very optimistic.
What can visitors to the EuroShop
2011 expect to find – especially as
regards innovations?
At the moment exhibitors are reluctant to reveal their hands. The fair itself
will definitely offer new features, however. The new “MQ” area will be introduced, in which manufacturers of premium segment figures will present
their products. You will be able to see
exceptionally high-quality mannequins
for unusual product presentations in
a very attractive architectural setting.
In cooperation with the EHI the EuroShop is providing the topic of sustainability with its own platform within the
“Ecopark” exhibition space for the first
time. The “Designer Village” in Hall 12,
which proved very popular in 2008, will
be repeated this time and will have an
even stronger international focus.
Within the individual subject areas,
in other words EuroConcept, EuroSales, EuroCIS and EuroExpo, are
the top addresses already committed
or are there still a number of gaps to
be filled?
There are no real gaps. In all four EuroShop segments virtually all the market
leaders are already on board.
SHOP aktuell 108
SHOP Talk
What can visitors expect from the
programme of congresses and events
accompanying the fair?
The highlight and also the starting signal
will be provided by the EuroShop Retail
Design Conference, which is traditionally held on the first day of the fair. Topnotch architects and experts from world
famous retail concerns will present
trends, projects and visions relating to
the hot topics of retail design. In a separate setting the EuroShop RetailDesign Awards will then be presented. A
fitting highlight of the EuroCIS sector
amount of time spent visiting the EuroShop can vary considerably, depending
on the interest in what is on offer, the
areas of responsibility and the position
and origins of our professional visitors.
A small retailer who attends the EuroShop and is looking specifically for a
new shelving system for his shop will
need much less time than the managing director of a retail company operating on an international scale who does
not simply want to find out what is on
offer in all the various sectors, but who
will use the EuroShop and its accompanying congresses for plenty of international networking.
The proportion of visitors attending
the EuroShop from outside Germany
has continued to grow and currently lies at about 60 %. Is that a development which you encourage and in
your opinion will the numbers of overseas visitors continue to grow?
The project manager of EuroShop for Messe
Düsseldorf, Elke Moebius, is optimistic about the
prospects of the EuroShop 2011.
will be the presentation of the coveted
Retail Technology Awards Europe. In
the EuroSales segment on the Tuesday
of EuroShop we can all look forward to
the global POP Marketing Conference
organised by the Point of Purchase
International Association (POPAI) and
the first POPAI Award in the Germanspeaking region. And then for the entire
duration of the fair professional visitors
can take advantage of the free forums:
the EuroShop Forum Architecture &
Design, the POPAI forum and the forum
within the Ecopark.
Who will find one day sufficient for a
visit to the EuroShop, and who should
stay for longer than that?
Well, the average visit of our professional visitors already lies at two days,
which means that one day is not long
enough for most of them. However, the
SHOP aktuell 108
Of course this is a development which we
are pleased to see; after all, EuroShop is
the Number One fair for the retail sector and we aim to maintain this position.
But that doesn’t mean that we neglect
the national market – on the contrary. In
Germany in particular the concentration
processes mean that the number of retail
decision makers is shrinking. Nonetheless, in 2008 we had over 43,000 visitors
from Germany, a figure which was once
again slightly higher than that for 2005.
In the long term there is definitely room
for an increase in the number of visitors
attending, for example from North and
South America, China and India.
How does a fair organiser deal with
the continued concentration in the
retail sector, in other words with the
fact that the number of decision-makers is shrinking continually?
These are basic conditions of the market
which we naturally follow but which must
not be allowed to force us to change our
basic concept. Although we are delighted if we can register increasing numbers
of visitors, it is the quality which is infinitely more important than the quantity.
At the EuroShop the quota of top decision-makers among our professional
visitors is extremely high and must not
be watered down in any way. When the
“Who’s who” of the global retail scene is
present, our exhibitors will continue to
be satisfied even if the absolute numbers
should happen to drop slightly.
On the subject of shop investment:
apart from the EuroShop, which fairs
and events do you regard as being
particularly relevant in a European
and worldwide context?
At the risk of sounding arrogant: it is
a fact that the EuroShop is the most
important specialist fair worldwide for
the entire investment spectrum within the retail sector and related sectors,
and that no other fair is as important on
a global scale. Of course there are very
important fairs and events for individual
markets, such as for example the Global
Shop for the North and South American
market, the Equipemag primarily for
the French market and Japanshop and
Retail Asia Expo for the Asian market.
And for individual segments of the EuroShop there are essential branch events,
such as for example Light & Building for
the lighting sector or the NRF Conference as an outstanding platform for the
presentation of innovative concepts in
shop design.
Do you have a “Plan B” for volcanic
eruptions and what does it consist
of?
We don’t have a standardised “Plan B”,
but we do have a tried and tested and
highly flexible crew at the fair who do
not believe that customer service stops
at the exit from the fair hall. When the
volcano in Iceland erupted and air traffic came to a halt, our fair site was bustling with the worldwide No. 1 fairs wire
Tube with 2,400 exhibitors and 69,000
visitors from all five continents. They
needed help immediately. And so on
Friday afternoon (the last day of the fair)
we immediately opened a branch office
of the local office for overseas visitors in
the trade-fair offices, which without further ado extended the visas, especially
those of our Asian guests, while rail tickets, rental cars and hotel rooms in Düsseldorf were organised at the counter of
the Düsseldorf Marketing und Touris
mus GmbH. Links:
www.euroshop.de
www.ehi.org
15
SHOP Report
Text
Sonja Scheidl
Photos
NIKE
“Write The Future”
in Soweto
The advertising spot “Write The Future”, produced for the 2010 Football World Championships, does not merely
demonstrate the sure instinct of the advertising professionals at Nike; it also conveys a clear message: with
enough ambition and determination to succeed you can have help decisively to shape the future. It is precisely
this positive attitude to life that the world’s largest sports equipment manufacturer aims to promote amongst
the young people of South Africa in the “House of Football”. The Training Centre in Soweto/Johannesburg
opened in time for the kickoff of the World Cup. Umdasch Shop-Concept was one of the players as the world
concern’s shopfitting partner.
“You build up a player like a house, starting with the foundation, the basic structure.” This message, chiselled into the concrete at the entrance, accurately describes the philosophy of
the “House of Football”. From now onwards Nike will be giving
16
some 20,000 young footballers every year the chance to develop their talent in the training centre, simultaneously providing
an AIDS education programme. In short: an exemplary CSR
project with perfect timing which not only attracts international
SHOP aktuell 108
SHOP Report
Soweto is a district of Johannesburg, the
capital of South Africa; until recently it was
the setting for this unprepossessing sports
house and area of grass.
With its “House of Football” Nike created a landmark
project to support and encourage young people punctually
for the football World Championships.
attention but also demonstrates at the same time Nike’s power
of innovation and presentation.
A training centre with the latest equipment
The training ground is located directly on bustling Old Potch
Road in Soweto/ Johannesburg, on the site of a former sports
house. In collaboration with the South African Football Association (SAFA), it includes two of the very latest artificial grass
football pitches and the three-storey “House of Football”. Built
of concrete, steel and wood, the front of the entrance is surrounded by an artistic wire structure which reveals itself upon
second sight as a goalkeeper and a football fan.
SHOP aktuell 108
Upon entering the building the young players find themselves in
a world which permits the dream of becoming a football star to
come a little closer. Aphorisms about football in the native language of South Africa can be read here, and successful teams
and Nike stars are described in glowing terms. From a fitness
room via cabins with the latest equipment and a player lounge
to offices for the SAFA and the humanitarian initiative RED, the
centre offers the entire range of a football academy and school
for life. The South African Minister of Health, Dr. Aaron Motsoaledi, summarized it thus: “Nike’s approach to combine football,
education and medication is a powerful example of how sport
can be used as a catalyst, enabling youth to make informed
decisions and hopefully live a life free of HIV.”
17
SHOP Report
In the players’ lounge there is
an ideal opportunity to simulate
moves and tactical tricks.
Perfect multi-channel retailing: with a single click you can reach
nikefootball.com.
The back wall is dedicated to South African football stars. The signed
products are presented in a highly exclusive manner.
The “House of Football” is part of Nike’s humanitarian commitment to South Africa, which has already been in existence for the past 15 years and which was underlined by the
partnership with RED established in 2009. The campaign “Lace
Up, Save Lives” has been in operation since then. For every
purchase of a pair of (NIKE)RED lace-up shoes, Nike donates
the profit to financing AIDS education and treatment in Africa.
Brandland in expert Nike style
being innovative.” It is precisely this feeling which Nike has for
presentation and innovation which can also be seen to excellent effect in the “House of Football”. The heart of the entire
project is the interactive showroom and neighbouring “Players’
Lounge” on the ground floor. Visitors have the opportunity, for
example, to design their own football boots and shirts according to taste – as in the NIKEiD Studios. Trendy Apple PCs invite
them to purchase Nike products online. The combination of
actual and digital shopping worlds functions extremely well.
In an interview with SHOP aktuell Luis Rueda, head of Nike
Retail Design in Europe, described the world brand’s strategy at the POS in the following way: “What we try to focus on
all the time is having a really good consumer experience and
In the training centre the young Africans are surrounded on all
sides by the dream – or the opportunity – of following in the
footsteps of world-famous football players. The success stories of the great Nike heroes are skilfully presented in a visual
18
SHOP aktuell 108
SHOP Report
The showroom convinces visitors
not only through its harmonious
blend of materials (tiger oak, black
steel, imitation concrete) and
emotional presentations.
Existing pitches
new pitch
New perimeter fence
new lighting
House of football
Safa & red
Event facilities
vip parking
Toilets
Lockers & Showers
Entrance Gate
Parking & Dropoff
Branding to
perimeter fence
manner. The presentation in glass cases of the stars’ signed
football shirts and balls echoes their admiration. On what is
known as the “Hero Wall” you will find the autographs of all
the famous sportsmen who have visited the Centre. In the
“Coaches’ Corner” visitors are introduced to tips and tricks by
Africa’s top trainers.
No extra time available
Numerous exemplary international projects, like the Niketowns
in London, Paris and Berlin or the Nike fan shops in Manchester or for Celtic Glasgow…, have demonstrated in recent years
that Umdasch Shop-Concept and the vast sports equipment
concern are a well-rehearsed team. Their frequently-repeated
SHOP aktuell 108
The ultra-modern training area offers ideal facilities for the continued
development of talented footballers and is also a centre of the important
field of AIDS education.
motto is to make what seems almost impossible actually
happen. The opening of the football World Championships on
11 June left no time for extra play in the realisation of the Training Centre in Soweto. The deadline could not be shifted at all.
The challenge of the shopfitters was the need to deliver the
shopfittings to the very highest standards within a very tight
time frame. In the event the Umdasch assembly team managed
to complete the project, consisting of the Main Hall (showroom,
players’ lounge) and the Trial Room (shoe test), on time and to
a standard which exceeded the clients´ expectations. That was
a clear victory achieved within the normal playing time. umdasch shop-concept
19
SHOP Concept Topic
Project Management
Text
Michael Staller
Milestone
Work package
Project handover
M0
Project preparation
M1
M2
Create and finish bill of quantities
(Sales)
Plan project procedure
Hand-over order
Definition Make or Buy
(Sales)
Tasks of project
manager while
planning a project
Control, Management,
Delegation, Change, Check,
Report
Project release
Definition
Project targets
“Make or Buy”
Structure plan
Project work flow
Request for resources
Project time schedule
Risk management
(PL)
(PL)
Plan project procedure
Main activity
Hand-over sales
Project phases
Receipt of order
Project management
Professional project
management in shopfitting
Professional project management has long been standard in an international context when it comes to the
execution of large-scale and rollout projects. Nowadays both retail professionals and brands are concentrating
once more on their core competences. In the planning and realisation of shopfitting projects or shop-in-shop
solutions they are turning increasingly to experienced specialists. Michael Staller explains to us the typical
procedures of the project management process from an expert point of view.
The main goal is an optimisation of interfaces in the planning and
realisation process as well as a contact person representing the
company in charge of the execution who will be responsible for the
internal co-ordination and supervision of all those involved in the
20
project. The motto is always “quality – deadline – costs”, although
the subject of “costs” currently enjoys too high a priority, since
experience shows that ultimately it is always either the quality or
the deadline that suffers when the price is reduced too drastically.
SHOP aktuell 108
SHOP Concept Topic
Project Management
Technical development
Realisation
Procurement & production
M3
Kick-off project team
(PL)
Sample presentation
(PL)
Take site measurements
(PL)
Material planning and ordering
(Installation department)
Project hand-over
(Procurement)
(PL)
Create final invoice
(Production)
(Sales)
Project completion
(Dispatch department)
Create production drawings
Meeting to discuss installation
(Technician)
M5
Procurement of outsourced items
Pick & pack
(PL)
Installation & approval
Installation
(Technician)
Production
Realisation
M4
Release for procurement
Project completion
Release
procurement
Realisation
Start of installation
ORDER PROCESSING
(PL)
(PL)
Definition of outsourced items
(PL)
Create and finish technical
bill of quantities (Technician)
Plan installation
Plan logistics
(PL)
(Logistic)
Loading dates
Control / Management / Delegation / Change / Check / Report
The Umdasch project management model represents the main value-added process in project execution. It does not
show specific accompanying procedures such as, for example, business handling and permanent quality control.
Abbreviations: M = milestone, PL = project leader.
Shopfitting companies are therefore called upon to offer their customers a competitive price-performance ratio and to reduce the
long-term costs for the client through efficient project management. Even in the initial discussions the shopfitter must prove
his professional competence throughout the entire value-added
chain of shopfitting. This applies especially for international rollouts or properties which are to be handed over ready for occupation. Here wide-ranging logistics skills and experience in the execution of interior construction projects will be called for.
But the subject of the “engineering” of the shopfitting furnishings
is also becoming increasingly important. Often the basis here
consists of no more than the outline drawings provided by widely
varying architect’s offices which then have to be transformed into
practical and affordable furnishings by the shopfitting construcSHOP aktuell 108
tion teams. Of course the overall design and the intended function
may not be changed. The experience and skill of the construction
team proves its worth especially in the later multiplication of the
furnishings, known as the roll-out, when the shopfitting furnishings are required to “function”. This starts with the classic pre‑
paration of the work and continues through the production of the
furnishings and the logistics through to the construction site and
the expert assembly.
Once the furnishings have been designed the next step in the
professional project management process can begin: the construction of a sample or prototype. Now the detailed solutions
which have been agreed must be executed in a practical manner,
so that the customer has the opportunity not only to assess the
main elements of the shop furnishings on a 1:1 scale, but can
21
SHOP Concept Topic
Project Management
Professional construction drawings are a pre-requirement for fault-free
production and later for a smooth workflow on the building site.
ultimately also pass them for construction. Sample construction
is an important core skill of a top-ranking shopfitter, since here he
can demonstrate his skills for the first time during the project and
the client will gain a first impression of the product quality and
ability to work to deadlines of the partner he has chosen on this
occasion. In fact, it is often ultimately the positive inspection and
passing of the furnishings for construction which will confirm the
awarding of the contract to a shopfitting concern.
Clear rules of play facilitate the co-operation
Of course the “rules of play” must be negotiated between the client
and the supplier before the project is actually realised. Prices, quantities to be purchased and deadlines must be agreed in advance
and laid down in appropriate contracts. That, too, is one of the characteristics of a good company. Assuming that all aspects of the
project have been agreed with the customer, the actual execution
process can then begin. The project manager who will be in charge
can be selected and introduced to the customer as a contact person. After that, the realisation of the project can start.
The result is worth seeing: a highly successful new branch,
in this case for NKD.
22
In the case of larger roll-out projects storage capacity is very important.
Umdasch Shop-Concept Germany has an ideally suited logistics centre
at its disposal in Neidenstein.
In a shopfitting company clearly structured and transparent
project realisation processes are the basis for success. A sensible allocation of tasks and clearly defined areas of responsibility within the various stages of the project permit the company
to direct the various tasks in an efficient and effective manner –
“Business Excellence in Execution”. An enterprise resource planning system (ERP) which has been adapted to suit the requirements of a shopfitting company will support all those involved in
the project and provide information at all times about the current
status of the execution. This means that possible clashes of deadlines resulting from missing approvals or other causes can be
recognised in good time. The project manager can react promptly and correspondingly solve the problems. Subsequent changes of content can be examined by the customer without delay
and taken into account. Depending on the state of progress of
the project these changes may affect both deadlines and prices.
The person in charge of the project will examine them and agree
the next steps with the customer in order not to jeopardise the
punctual completion of the entire project.
And another Frank Walder store has also re-opened its doors on time with
a new, attractive appearance.
SHOP aktuell 108
SHOP Concept Topic
Project Management
The starting point on the building site is a virtually bare
space, as in our case here in a specialist market centre. The floor has
already been laid and the electrician is just finishing his work.
The Umdasch lorry has arrived just in time and the assembly of the shopfittings
which it has delivered is about to start.
About the author of this article: Michael Staller is a member of the
senior management committee of the Umdasch Shopfitting Group and
has been the chairman of the management of Umdasch ShopConcept GmbH Germany since 2006. Before this Michael Staller was
employed for 12 years in senior positions for Lindner AG, Europe’s
leading interior interior finishing company company.
In the case of complete shopfitting projects, known as general management projects, the preliminary work on the building
site will be examined parallel to the interior furnishings, and the
realisation plans (floor plans, ceiling plans, drywall installation,
electrical planning,…) for the interior fittings will be drawn up in
agreement with the client on the basis of official regulations (fire
protection, escape routes,…). The project manager will also draw
up an overall plan for the various deadlines and will instruct the
firms involved in the interior construction fixtures. The interfaces between interior construction and interior furnishings are discussed internally, clarified and immediately carried out. Once the
furnishings have been constructed they are commissioned for the
project in hand and delivered to the building site which is already
at an advanced stage.
Incidentally, one of the top addresses when it comes to general
contractors and building management is the Assmann engineering office in Leibnitz, which operates independently from Assmann Ladenbau. The experienced team around master builder
Ing. Michael Kuss provides a complete range of general contracting services for builders from the retail and trade sectors: project
development, property evaluation, surveys, builder’s representation, permission planning, realisation planning, project management, project supervision, construction management, construction
supervision, planning and site co-ordination, safety co-ordination,
acceptance, documentation and property supervision.
Logistics skills of shopfitting companies
In particular in the case of larger roll-out projects, corresponding storage facilities will be a further advantage in order to ensure
that all shopfitting furnishings can be brought together on time
to a so-called “split point” (holding storage depot). The constant
monitoring and direction of both the internal and external supply
chain throughout the project will be one of the essential prereqSHOP aktuell 108
uisites for success. The shopfitting
firm’s own production department
and external suppliers must both
deliver the goods to the shopfitter’s
logistics centre in line with a precise
schedule. A continuous description
and labelling of the goods required
for the realisation process by means of the previously-mentioned ERP system will facilitate the commissioning (assembly of
the customer’s order) and dispatch at a later stage. The labelling is effected by means of the latest barcode systems which are
directly linked into the company-specific project execution system. Clear and unmistakable descriptions of the goods or articles
concerned will also simplify the identification of the furniture on
the building site.
Ideally, the interior building works will have been largely completed at this stage. At an earlier stage the project manager will
already have instructed the assembly team, prepared the assembly plans and agreed on the assembly deadlines. It goes without
saying that all the furnishings must be delivered punctually and in
the correct quantities to the correct location, thereby underlining
the shopfitter’s logistics skills. Only in this way can the assembly
be carried out efficiently and without loss of time.
Once the assembly has been carried out successfully and any
faults which may have occurred removed on site as soon as possible, the last phase of an optimal project realisation process can
begin. The shopfitting company’s project manager will draw up a
final account for the project once the customer has approved the
completed work. A clear and readily comprehensible listing of all
the tasks which were requested and carried out will be a basic
requirement for the client to check and approve the invoice without delay. umdasch shop-concept
23
Shop Panorama
Schuh Treff [1]
Around the world
From New York via Rome to Auckland – this Shop Panorama leads you around the world of shopping and tracks
down the latest trends in store branding, architecture, shop and lighting design and visual merchandising.
This journey to newly opened stores in exciting locations does not stop with this list of references, however,
but continues throughout the entire issue No. 108. What about a stopover in South Africa, for example (Shop
Report, pp. 14 – 17) or on the Champs-Élysées in Paris (Shop-Concept Topic, p. 12)? Anyone with a thirst for
travel adventure should also take a look at page 48 – where the journey will take you “Around the shopping
world in 18 days”…
Nr.
Project name
Location
Country
Sector/Range
Page(s)
[1]
Schuh Treff
Aarau
Switzerland
Shoes 24
[2]
Sheen
Rome
Italy
Shoes / Accessories
25
[3]
Linden-Apotheke
Schöftland
Switzerland
Chemist / Health & beauty
25
[4]
Esprit
New York
USA
Fashion
26 – 27
[5]
Geox
Vienna
Austria
Shoes / Fashion
28 – 29
[6]
DFS Group
Auckland Airport
New Zealand
Travel Retail
30 – 31
[7]
Thalia
Göttingen
Germany
Books
32
[8]
Trek
Vienna
Austria
Sports
33
[9]
Mexx
Cologne
Germany
Fashion
34 – 35
[10]
Sandro
Geneva
Switzerland
Fashion
36 – 37
Schuh Treff
Masterly new presentation
Infobox
Location:
Kasinostraße 30
5000 Aarau
Switzerland
Contact:
www.schuhtreff.ch
Sales area/no. of floors:
260 m² / 2
Opening:
February 2010
Sector:
Shoes
Planning
Brem + Zehnder
Shopfitting:
Umdasch Shop-Concept, Switzerland
Shopfitting system:
Horizont & brand-specific
development
Lighting:
Brem + Zehnder (planning),
Mabalux (supply)
Floor
Object Carpet
A new era in shopping was rung
in with the store renovation of the
Swiss shoe retailer “Schuh Treff”.
The shop convinces with its
well-thought-out colour and
design concept. Great value was
placed on a consistent formal
language and realisation of the
store branding.
24
SHOP aktuell 108
Shop Panorama
[2] Sheen, [3] Linden-Apotheke und Drogerie
Sheen
Italian lightness
Infobox
Location:
Via Tuscolana 917
Rome
Italy
Contact:
www.sheen.eu
80 m² / 1
Opening:
April 2010
Sector:
Shoes / accessories
Planning
Architect Gabriele Pulselli
Shopfitting:
Umdasch Shop-Concept, Italy
Shopfitting system:
Brand-specific development
Lighting:
Fosnova
The Italian shoe chain Sheen
targets a fashion-conscious
female clientèle. Suspended
ceiling elements, trendy light
fittings, high-gloss surfaces and
a generous presentation of the
shoes and accessories give a
harmonious overall impression.
Linden-Apotheke
und Drogerie
Concentrated health
expertise
Infobox
Location:
Dorfstraße 38
5040 Schöftland
Switzerland
Contact:
www.lindenapo.ch
210 m² / 2
Opening:
May 2010
Sector:
Chemist / health & beauty
Planning
Brem + Zehnder
Shopfitting:
Umdasch Shop-Concept, Switzerland
Shopfitting system:
Classic, Horizont & brand-specific
development
Lighting:
Brem + Zehnder (planning), Neuco,
Modoluce, Kaspar Moos (supply)
The Linden-Apotheke und
Drogerie conveys the topics of
health, beauty and wellness
credibly at the POS. Generous
areas of colour and lively
designs aim to appeal in
particular to the younger age
group.
SHOP aktuell 108
25
Shop Panorama
Esprit [4]
In the new New York store an integrated
design concept runs through the various
Esprit lines. The back walls of printed
lengths of fabric provide a changeable
stage setting.
Esprit
New York‘s
Shopping Hotspot
The lifestyle brand Esprit, which is listed on the Hong Kong
Stock Exchange, has over 1.1 million m² of sales area in over
40 countries. The company operates more than 830 own
shops and sells its products in over 12,900 wholesale locations worldwide. These figures demonstrate impressively the
brand’s standing in the fashion business. Esprit has landed
another coup with the opening of a store on Manhattan’s legendary Herald Square in 34th Street. From the VIP pre-opening
party to spectacular changing actions by models in the shop
windows, the advertising campaign for what is currently the
biggest Esprit store in North America has attracted appropriate attention.
The innovative design concept combines the latest elements
from Esprit shops around the globe – the best of the current
generation of stores, so to speak. The store design is characterised by a slightly darkened look, subtle colours and a
focused use of materials (mostly zebra oak, black powdered
material and concrete). The highlight is the curving glass and
stainless steel staircase elegantly linking all three floors. John
Gunn, President of Esprit America, comments on the new
26
Infobox
Location:
34th Street
New York
USA
Contact:
www.esprit.com
1,700 m² / 3
Opening:
March 2010
Sector:
Fashion
Planning
Esprit Architecture,
Corneille Uedingslohmann
Architects
Shopfitting:
Umdasch Shop-Concept, Germany
Shopfitting system
Lighting:
Ansorg
New York store: “We find it exciting to show in this impressive
manner how the Esprit brand has changed over the years and
increasingly includes international influences in its design.”
SHOP aktuell 108
SHOP aktuell 108
Jeffrey 27
Totaro
umdaschPhotos:
shop-concept
28
SHOP aktuell 108
Shop Panorama
[5] GEOX
GEOX
The store that impresses
“The shoe that breathes” is the slogan which
the Italian shoe manufacturer
GEOX uses propagate its name
worldwide. Mario Moretti Polegato, the firm’s founder, discovered by chance that the
microclimate in shoes can be
improved by drilling holes in
the sole and therefore developed a new patented shoe
sole. GEOX appeals to a
demanding clientèle which
lays plenty of emphasis on
wearing comfortable shoes.
In its new flagship store in Vienna,
the biggest single-brand store in Austria to
date, GEOX presents ladies’ footwear and fashion
on the ground floor and men’s and children’s collections on
the first floor.
Assmann Construction Management acted as general contractors and accompanied the rebuilding of the former branch
of Stiefelkönig to create the GEOX flagship store. The company was responsible not only for the organisation of the project,
but also for the acquisition of all the necessary permits. The
replacement of the windows and the removal of the cladding
and canopies allow the impressive façade with its 13 shop
windows to be appreciated more fully. Following the reconstruction the interior spaces also seem more spacious and
welcoming. This has been achieved through a harmonious
SHOP aktuell 108
Infobox
Location:
Mariahilfer Straße 88a
1070 Vienna
Austria
Contact:
www.geox.com
430 m² / 2
Opening:
February 2010
Sector:
Shoes / fashion
Planning:
GEOX S.p.A. Italia
Construction management /
general contractors:
Assmann Ladenbau Leibnitz
Shopfitting system:
ALL4one / A25
Lighting:
iGuzzini
choice of colours and materials: white combined with earthy
shades of brown dominate the colour scheme. Wood and
glass elements convey the desired natural appearance and
transparency. The leather-covered seating elements underline
the cosy atmosphere.
The Vienna flagship store of the Italian shoe label appeals with its
clean lines and generous room design which conveys a feeling of
lightness and comfort.
29
Shop Panorama
DFS Group [6]
DFS Group
Stopover Auckland
Infobox
Location:
Auckland Airport
New Zealand
Contact:
www.dfs.com
1,500 m² / 1
Opening:
February 2010
Sector:
Travel Retail
Planning
DFS
Shopfitting:
Umdasch Shop-Concept, Middle East
Shopfitting system
Lighting:
DFS, iGuzzini
The DFS Group, the top name in the international travel retail
business, is currently on a world tour with its latest shop concept. After stopovers in Hawaii, Abu Dhabi and Hong Kong …
the duty-free operator has now stopped off in Auckland. The
entire retail area at the New Zealand airport has been modernised. The new DFS store is one of the highlights of the shopping mile and is located immediately behind the security area.
In Auckland DFS offers a selection of over 70 exclusive brands.
A wide-ranging palette of different types of goods (perfumery/
cosmetics articles, spirits, tobacco goods, confectionery and
electrical items) aims to satisfy the shopping requirements of
virtually every traveller. Interactive and personalised offers make
for an individual shopping experience. The shopping basket may
well contain a Malibu bottle the traveller has designed personally as well as a photo showing Formula One star Lewis Hamilton which, with a little bit of luck, may turn out to be an entrance
ticket for the Singapore Grand Prix.
The duty-free area follows the walk-through principle – in other
words, it leads the traveller via a skilful routing system into and
through the store. Promotion islands which use LED technology to produce different colours and moods provide eye-catching details. Arching ceiling elements as well as chrome, mirrored
and gleaming wood surfaces underline the high-quality design
of the travel retail store.
Umdasch Shop-Concept skilfully executed the luxurious materials and colour concept of the DFS Group in airports around the world.
After Auckland (shown in the photo), further glamorous destinations are due to include places like Saipan and Los Angeles.
30
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31
Shop Panorama
Thalia [7]
Thalia
Tradition and trends
The book retail chain Thalia, which is a member of the Douglas Group, radiates local colour with its latest shop concept,
in the university town of Göttingen. Behind the historic façade
important themes such as Environment, History and Science
are carried out throughout the store. The design of the range
is also adapted to the requirements of local readers: students
will find as well as reference books a “Study Café” and workplaces for surfing the internet. In Göttingen Thalia also shows
its pioneering role in the fields of multi-channel media and
e-books. Touch screens, a games area and e-readers to try
out etc. all form part of the facilities available in this state-ofthe-art book store.
Infobox
Location:
Weender Straße 36
37073 Göttingen
Germany
Contact:
www.thalia.de
Sales area/ no. of floors:
1,800 m² / 2
Opening:
March 2010
Sector:
Books
Planning:
Umdasch Shop-Concept,Switzerland
Michael Benz (Architektur + Store
Design)
Shopfitting:
Umdasch Shop-Concept,Switzerland
Shopfitting system
Lighting:
D&L-Lichtplanung
The reference book section is spread out across both floors and honours the
Nobel prizewinners of Göttingen.
32
SHOP aktuell 108
Shop Panorama
[8] Trek
Trek
Concept store with a past
Cycling professional Trek was founded in 1976 in Waterloo;
today it is one of the biggest manufacturers of bicycles worldwide. Trek has now opened its 13th concept store in Europe in
the heart of Vienna. The American company brings in established retailers as partners in the realisation of its stores. The
Vienna store is unique for a number of reasons. The shop itself
lies in an exclusive location (near the Ringstrassen-Galerien) and was formerly used as a stables. The horse steps,
for example, have been restored to their original state with
much meticulous attention to detail, and the ceiling of the cellar vaults was cleaned.
Infobox
Location:
Maria Theresien Straße 2
1010 Vienna
Austria
Contact:
www.trekbikes.com
250 m² / 3
Opening:
April 2010
Sector:
Sports
Planning
Studio Bezdeka
Shopfitting:
Umdasch Shop-Concept, Austria
Shopfitting system
Classic, Linear & brand-specific
development
In the former stables you will find a large selection of shoes, helmets and
accessories. The bicycles are displayed on the upper floor.
SHOP aktuell 108
33
34
SHOP aktuell 108
Shop Panorama
[9] Mexx
Mexx
In the fast lane
The fashion label MEXX has moved
into the fast lane with a comprehensive brand relaunch. “Everything is new” is the motto: the collections and advertising lines have
been completely revised and even
the shops are now appearing with a
new look. The store concept was given
its première in the Rhein Center in Cologne.
A series of new openings, including Hamburg,
Vienna, St. Petersburg and Stockholm, are in the
pipeline.
The new shops reflect a “Metropolitan Casual
Lifestyle”. CEO Thomas Grote comments: “MEXX is inspired by
big-city life. And precisely that is what you will see and feel in our
stores.” Authenticity and individualism are the characteristics of
the design in the new shops. In future, each store will tell its own
story. They aim to give the customer the feeling of shopping in
an individually designed, very personal boutique. The decorative
and travel items and graffiti as well as the materials used (wood,
stone and steel) underline the authenticity of this lifestyle impression. The lighting design echoes the main themes consistently
and bathes the store in a warm loft atmosphere. The new concept can be adapted to suit shop-in-shop areas of just 50 m² as
well as own stores occupying over 1.000 m².
Infobox
Location:
Rhein Center Köln
Aachener Strasse 1253
50858 Cologne
Germany
Contact:
www.mexx.com
200 m² / 1
Opening:
July 2010
Sector:
Fashion
Store Design:
MEXX Creative Team,
ShopConsult by Umdasch
Planning:
ShopConsult by Umdasch
Shopfitting:
Jonas
Shopfitting system:
Lighting:
RZB
Flooring:
Gunreben
The shop generation of the fashion label conveys a typical New York loft feeling.
SHOP aktuell 108
35
Shop Panorama
Sandro [10]
Sandro
Paris fashion label heading
for success
The French fashion label of the Parisian manufacturer Eveline
Chetrite originally came from the women’s outer clothing sector and targets modern customers aged between 25 and 40. In
2007 Sandro launched the men’s fashion brand, which at the
time had the same name. In the meantime, a children’s collection rounds out the palette. Sandro is positioned in the upper
middle market sector and is currently making its successful
mark on the international retail world. In 2009 alone 32 new
branches and corners were opened. 30 further brand launches
are to follow in 2010. The fusion with the two fashion labels
Maje and Claudie Pierlot under the common umbrella of the
Sandro Group is providing an additional impetus. The group’s
new branch concept is to be introduced for the winter season
2010/11. SHOP aktuell took a look at the store in Geneva, which
was opened in March.
Infobox
Location:
Rue d’Italie
1204 Geneva
Switzerland
Contact:
www.sandro-paris.com
75 m² / 1
Opening:
March 2010
Sector:
Fashion
Planning:
Jean-Pierre Body (concept);
Umdasch Shop-Concept Planning
and Sales Office Renens (planning)
Shopfitting:
Umdasch Shop-Concept, France
Shopfitting system:
The shop appeals to customers with its lightness of product
presentation. The shelves remain completely in the background
and present the collections perfectly. In line with the rules of
play for premium visual merchandising, only a small number of
selected items are presented on the trendy tables in the centre
of the store. Suspended ceiling elements with integrated spots
and indirect lighting provide professional background light as
well as appropriate accents.
Contrasts of materials and colours as well as the elegant presentation of
the products give the Sandro store in Geneva an exclusive air and create at
the same time a cosy atmosphere.
36
SHOP aktuell 108
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37
Shop Design
Sales tables
Text
Hubert Gasthaus, Reinhard Peneder
For centuries table presentation has played an important role –
as in Oriental markets and bazaars to this day.
Sometimes tables in the central area
can be used to create an independent
sales landscape.
Table presentations frequently provide
the introduction to a complete visual
merchandising concept which extends
from the loop to the wall.
Table
Tables as items of furniture for the presentation of goods of all kinds have a traditional significance
in sales culture. To this day our senses are held in thrall by this form of presentation in oriental
bazaars and medieval markets. In modern visual merchandising, too, tables play a decisive role in
secretly seducing the consumer.
38
SHOP aktuell 108
Shop Design
Sales tables
Tables can also convey a
message which demonstrates
luxury and good taste.
Tables – whether delicate or elegant –
form a fitting setting for accessories of
all kinds.
talk
Classic sales tables, display tables and exhibition tables, not
to mention squares, piles, stepped tables and pyramid tables,
are all common types of tables. The variety continues in the
shape of the horizontal section, the design of the foot, the
SHOP aktuell 108
height, materials, colours and design. Table programmes often
form part of manufacturers’ shopfitting systems. The trend,
however – as in shopfittings in general – is towards customerspecific and brand-specific solutions.
39
Shop Design
Sales tables
Sales tables are also ideally suited to
providing a secure way of presenting shoes.
The difference in goods density signalises
the price message.
If glass is used for sales tables,
they become display tables. Ideal
for high-quality ranges such as
watches and jewellery.
The form of presentation on the table can include positioning the goods upright or horizontally, stacking them or simply
piling them. Further variations may arise in combination with
plinths or baskets. Tables can often be found as effective ways
40
of arousing interest that act as a signpost in the entrance areas
of (large) stores. In many cases they form an essential part of
the overall goods presentation which extends from the loop via
the centre of the space (tables, baskets) to the walls (shelves).
SHOP aktuell 108
Shop Design
Sales tables
For electronics articles and hardware,
tables are sometimes fitted out with
additional features.
In book and PBS retailing,
sales tables are a classic way of
presenting goods, and are often
used to arouse the customer’s
interest in the entrance area.
Stores/Locations: Abercrombie & Fitch, London; Airfield, Prague; Al Muftha,
Dubai Mall; Arnotts, Dublin; Bründl, Kaprun; Calvin Klein, Salzburg;
Dielmann, Weiterstadt; Digitec, Kriens; DSTEP, Weiterstadt; Geddon,
Stavanger; Haberkorn Ullmer, Wolfurt; Habitat, Liverpool; Humanic, Prague;
Levi’s, Barcelona; Meissner, Brugg; Orion, Vejle; Paris Gallery, Abu Dhabi
Mall; Paris Gallery, Dubai Mall; Penz, Linz; Podium, Jeddah; Sandro Homme,
Paris; Sony, Turin; Thalia, Basel; Thalia, St. Margrethen; Tommy Hilfiger,
Salzburg; Valora, Schönbühel; ZAP, Brig.
For this reason they are always firmly anchored in the visual
merchandising concept. A high density of goods in the table
presentation indicates favourable prices; low density of goods
indicates luxury.
SHOP aktuell 108
SHOP aktuell has dug out some of Umdasch Shop-Concept’s
project photos. Here we should like to introduce you to some
table talk from various sectors and ranges.
41
Retail Report
Text
Reinhard Peneder
Like Louis Vuitton and other top luxury labels, Prada resides in exclusive Bond Street.
From the aristocratic West
End to elegant Westfield
London is traditionally one of the top addresses for trend scouts in the retail and shopfitting business.
A number of extremely interesting new projects have opened recently in the British capital. SHOP aktuell took
a look round the elegant West End and then at what is currently one of the world’s most spectacular shopping
centres – Westfield London. There was little evidence here of the crisis or the consumer recession; instead, the
tour offered numerous trends in the sector of store branding, shop design and visual merchandising.
Numerous international brands and retail brands, especially from the United States, first launch their products onto the
European market in London. Only if they pass this “test” in the
British Isles will they adapt it as required before multiplying it
42
for expansion on to the continent. Abercrombie & Fitch chose
this particular course of action, as did Hollister. And Anthropologie is yet another glittering American brand which is currently
undergoing the litmus test.
SHOP aktuell 108
Retail Report
Louis Vuitton: superlative luggage presentation across two floors.
At Louis Vuitton a transparent staircase leads down into the basement and up onto the first floor.
A classic: A tennis outfit at Polo Ralph Lauren prior to the Grand Slam tournament
at Wimbledon.
The area between Regent Street and Bond
Street and Oxford Street and Piccadilly in
London’s West End is one of the busiest and
most exclusive shopping districts in the
world.
Luxurious, consumer-oriented
and global
The area between Regent Street
and Bond Street and Oxford Street
and Piccadilly in London’s West
End is one of the busiest and most
exclusive shopping districts in
the world. Bond Street (Old Bond
Street and its extension, New Bond
Street) always heads the list in any
comparison between the highest
shop rents worldwide. Here you will
find pure luxury in small to medium-sized shops selling anything
from fashion to clocks and watches and jewellery. Addresses
such as Emporio Armani, Ermengildo Zegna, Emanuel Ungaro,
Hermès, Gucci, Prada, Furla, Wempe, Patek Philippe, Cartier,
Tiffany and Chanel fall into this category.
SHOP aktuell 108
One of the real highlights of New
Bond Street is the new flagship store of Louis Vuitton, which
opened at the end of May. This
glamorous temple of luxury extends
across three storeys and provides
1,500 m² of sales space. Designed
by star architect Peter Marino from
New York, its special design characteristic is the entrance area with
its LED displays, from which a
transparent staircase leads down
to the basement and up to the first
floor. Very impressive, too is the two-storey-high wall displaying vintage luggage.
Oxford Street is more obviously consumer-oriented. The
storefronts stand side by side and the sales areas are
43
Retail Report
considerably bigger. This is the home of numerous leading
national and international chain stores from a range of sectors. Here you will mostly find the current generation of shops
targeting a trendy, fashion-conscious clientèle with average to
discriminating tastes. But countless thousands of tourists also
bustle through this shopping paradise. In addition to a number
of flagship stores like that of Nike, for example, you will also
find here most of the department stores and fashion stores in
the British capital: Selfridges, Marks & Spencer, John Lewis,
House of Fraser and Debenhams.
Especially in recent years Regent Street has positioned itself
as a leading European shopping street. Named after the
Prince Regent, who later became King George IV, it was built
between 1811 and 1825 as part of a grand boulevard. Following a series of ambitious town-planning renovation projects it
has now become an attractive stage between Piccadilly Circus
and Oxford Circus, especially for globally operating brands.
The continually growing parade of illustrious brands and stores
includes names like Benetton, Apple, Lacoste, Quiksilver, Gap,
Hugo Boss, Esprit, Bose, Calvin Klein, Gerry Weber, Burberry,
The Body Shop, Zara, Mango, Swarovski, Lush and Virgin …
in other words, primarily the “usual suspects” you are likely to find in other shopping metropolises. Another American
cult label, Anthropologie, recently joined the list with its first
store in Europe, occupying a sales area of some 1,000 m².
Fashion, accessories and home accessories are presented in boxes and on tables in an exceptionally authentic and
A design highlight at Anthropologie: the 200-m² vertical garden.
Header and visual merchandising gag at All Saints: sewing machines, sewing machines and yet more sewing machines.
The presentation in boxes and on tables creates a boutique atmosphere despite the 1,000 m² of sales area.
Strong colours and an eye-catching design: De igual.
Cool jeans presentation at Levi’s demonstrating casual flair and a well-fitting silhouette.
44
SHOP aktuell 108
Retail Report
generous manner. The furnishings are predominantly made of
natural materials. A particular feature is the garden, arranged
vertically and extending across 200 m² near the open-plan
staircase (“Wonder Wall”). This evergreen work of art contains
18,000 plants and is watered by a sustainable irrigation system
fed by rainwater collected from the roof.
Hidden behind a remarkably unassuming façade in one of
the side streets, Savile Row, is Abercrombie & Fitch, which
remains a place of pilgrimage for a young audience, not infrequently accompanied by their parents’ credit card. East of
Regent Street, the shopping district
around Carnaby Street has been
The ground floor area reflects the basic structure of the
Westfield Shopping Centre.
awakened from its Sleeping Beauty slumber to offer an interesting and colourful shopping scene including the extravagant department store Liberty.
A spectacular shopping centre
It is just six Tube stations along the Central Line from Bond
Street to the Westfield shopping centre, which opened
in October 2008. With its 150,000 m² of sales area, 265
shops and 50 restaurants it is currently considered to
be the largest inner-city shopping centre in Europe. The
Westfield is certainly truly spectacular. This lies above all
in the dramatic glass roof construction, which links the
building complex together and guarantees visitors a surprising amount of daylight. The vast atrium is really very
impressive. The sheer height of the spaces and the attractive infrastructure with its comfortable rest areas also contribute to the way that the Westfield really has become
SHOP aktuell 108
45
Retail Report
Cool club atmosphere on the upper floor of Suit Supply.
The comparison helps you to make your choice: the necktie display at Suit Supply.
“The Village”: a second glass shell surrounding the luxury shops gives the impression of being a sort of inner sanctum.
A wall shelving unit in the shape of a shoe sole. Seen at Vans.
The champagne bar in “The Village” invites customers to enjoy a cool drink during or after their shopping expedition.
a “third place”. The range of tenants includes numerous prestigious names from the British and international retail scene.
Many shops are worth seeing for their remarkable shop design
as much as their unusual merchandising. Two years after it
opened, a queue still forms at Hollister of customers waiting to
be allowed in. The Young British Fashion brand All Saints uses
46
large numbers of sewing machines as an eye-catching header
for their shops, also integrating them into the visual merchandising. Timberland also cultivates its “green” image in its shop
design. De igual attracts attention with strong colours and an
LED stele. A shelf unit in the shape of a shoe sole is the header at the footwear specialist Vans. And Suit Supply, the men’s
SHOP aktuell 108
Retail Report
fashion store from the Netherlands, appeals with its noteworthy
wall of neckties and cool club atmosphere.
“The Village” is a mall-within-a-mall for luxury labels. Thanks to
the second glass shell surrounding the shops this area gives the
impression of being a sort of inner sanctum, an effect heightened by the vast façades. The shops to be found here include
Dior, Furla, Gucci, Louis Vuitton, Mulberry, Salvatore Ferragamo,
Burberry, Prada, Versace, Joseph, Omega, De Beers, Montblanc
and Tiffany. You can celebrate your new outfit under a gold ceiling with chandelier in a freeform champagne bar.
The shopfitter of Regent Street
When it comes to integral branding, architecture, shop design
and visual merchandising, the shops in London are also absolutely among the best in the world. As in the United States, the
conception and realisation of shopfitting projects is extremely specialised in the United Kingdom. The network included
marketing professionals, branding agencies, architects and
designers as well as project managers, shopfitters and other
professionals. For some years now Umdasch Shop-Concept
has operated very successfully in this exciting environment
which creates a highly demanding market. The nerve centre of
all activities in the United Kingdom and Ireland can be found
in the Umdasch UK headquarters in Oxford. There Roman
Fussthaler organises a young, enthusiastic team of shopfitting
professionals. International retailers and brands in particular
call for a highly developed teamwork approach.
Top addresses like Abercrombie & Fitch, Esprit, Swarovski,
Levi’s and most recently Gant are among Umdasch’s customers in and around Regent Street alone. Roman Fussthaler is particularly proud of the long-standing co-operation with
the U.S. sports accessories giant Nike, whose UK flagship
store in Oxford Street has long achieved cult status. Umdasch
has played an important part as shopfitters in the systematic
re-design of this temple of consumerism, which has taken place
in several stages. However, the co-operation with Nike goes far
beyond the London location, as the latest examples in Paris and
South Africa demonstrate. Further projects show that the list of
references of Umdasch Shop-Concept UK extends far beyond
Regent Street. Umdasch has fitted out a number of shops in
the exclusive department stores Harrods, Selfridges and Harvey Nichols. Its customers include famous brands like Polo
Ralph Lauren (fashion) and Habitat (furniture and home accessories). In Ireland the company’s recent projects include Arnotts
department store and the fashion chain Best Menswear. For the top brand Gant Umdasch Shop-Concept provided the shopfitting for the flagship store in Regent Street in London across an area of 780 m².
A view of the Milly Store at Harrods, where Umdasch Shop-Concept was responsible for the shopfittings.
Nike is constantly working to improve the attractiveness of its flagship store in London. The photo shows a view of the NIKEiD Studio, with shopfittings
by Umdasch Shop-Concept.
To date, Umdasch has supplied the shopfittings for the home furnishings brand Habitat in its stores in Liverpool, London, York, Moscow, Athens and Bilbao.
Arnotts is the biggest and oldest department store in Dublin. Umdasch Shop-Concept recently refitted the ground floor there.
SHOP aktuell 108
47
SHOP Events
2013: In 18 Tagen um die Shopping-Welt
2013: Around the shopping world in 18 days
Für das Jahr 2013 plant die Umdasch
Shop Ac a d e my e in e ung l a ublic h e
„Laden-Dramaturgie LIVE!“-Shop-Expedition. Vom 3. bis 22. April 2013 wird
es mit Dr. Christian Mikunda und Mag.
Denise Mikunda-Schulz „In 18 Tagen um
die Shopping-Welt“ gehen. Destinationen dieser Tour rund um den Erdball werden Frankfurt/Main, Miami, der Giga-Liner Oasis of the Seas (mit Stops in Haiti
und Jamaika), Los Angeles, Hongkong,
Macao, Singapur und
Abu Dhabi sein. Die
Reise wird den
Stand der LadenDramaturgie im
21. Jahrhundert
vor Augen führen
und die spektakulärsten Phänomene der „Experience Economy“ zeigen
und erklären. Dabei werden die Reiseteilnehmer ein geheimes Band aus Erlebnissen, das die Welt umspannt und sie,
neben Werten und Kapital, im Innersten
zusammenhält, entdecken.
Das Team der Umdasch Shop Academy ist bereits mit der Detailplanung für
dieses Projekt beschäftigt. An der EuroShop in Düsseldorf wird es dazu bereits
konkrete Informationen und Unterlagen
geben. Unverbindliche Voranmeldungen werden ab sofort unter der E-Mail-
Adresse [email protected]
entgegengenommen. Im Jahr 2011 führen die klassischen „Laden-Dramaturgie
LIVE!“-Shop-Expeditionen nach Shanghai (25. – 28. Mai) und Las Vegas (20. –
24. Oktober). Diese Veranstaltungen können bereits gebucht werden.
The Umdasch Shop Academy is
planning an incredible “Laden-Dramaturgie LIVE!” (Shop Dramaturgy LIVE!)
Shop Expedition for 2013.
Fro m 3 − 22 A p r il
2013 D r. Chr istia n
Mikunda and Mag.
D e nise MikundaSchulz will lead a
g r o u p “A r o u n d t h e
shopping world in 18
days”. The destinations of
the round-the-world tour will be Frankfurt
am Main, Miami, the giga-liner Oasis of
the Seas (with stops in Haiti and Jamaica), Los Angeles, Hong Kong, Macau,
Singapore and Abu Dhabi. The journey
will present the current status of shop
dramaturgy during the 21st century as
well as showing and explaining the most
spectacular phenomena of the “Experience Economy”. The participants will
discover a secret hoard of experiences
that spans the globe and holds it together in its innermost core, alongside values
and capital.
The Umdasch Shop Academy team is
already busily planning the details of this
project. Concrete information and material
will be available at the EuroShop in Düsseldorf. Non-binding preliminary applications
to join the group can already be registered
under the following e-mail address: shop.
[email protected]. In 2011 the traditional “Laden-Dramaturgie LIVE!” shop
expeditions will be travelling to Shanghai (25 – 28 May) and Las Vegas (20 – 24
October). Reservations for places on these
events are already being accepted.
Das Kreuzfahrtschiff „Oasis of the Seas“
beherbergt das größte schwimmende
Shopping-Center der Welt und ist deshalb einer
der Schauplätze von „In 18 Tagen um die
Shopping-Welt“. The cruise ship “Oasis of the
Seas” houses the largest floating shopping
centre in the world and is therefore one of the
settings for the journey “In 18 Tagen um die
Shopping-Welt” (“Around the shopping world in
18 days”).
New seminars: Multi-channel
Retailing and Neuro-Marketing
Two exciting new seminar formats have
already been added to the Umdasch Shop
Academy programme for 2011. Increasing
numbers of retailers are recognising the
need for a multi-channel strategy in order
to increase the profitability of a company –
even if it is just a well-produced website.
The seminar “Multi Channel Retailing für
Anfänger und Fortgeschrittene“ (Multichannel retailing for beginners and the
more advanced) will be devoted to this
very subject. The lecturers will be Dr. Kai
Hudetz from the E-commerce retailing
centre of the Institute for Retail Research
at the University of Cologne. “Neuro-Mar48
keting für Handels-Praktiker” (Neuro-marketing for those in retail practice) is the title
of a seminar with Dr. Hans-Georg Häusel
from the Nymphenburg Group. Häusel,
who is the author of numerous books, is
regarded in the German speaking region
as the pioneer of this relatively new marketing discipline. Both events will be held in
Germany, Austria and Switzerland. Details
concerning precise dates will be available at the end of this year on the website
www.umdasch-shop-concept.com (SHOP
ACADEMY) and elsewhere.
Dr. Kai Hudetz is a sought-after expert on
E-commerce and multi-channel retailing.
SHOP aktuell 108
SHOP Events
Der Supermarkt der Zukunft
The supermarket of the future
Das „Smart Shelf“ erfüllt spielerisch die Anforderung der
Konsumenten nach Produkt-Transparenz. The “Smart Shelf” fulfils in
a playful way the customer’s demands for product transparency.
Assmann Ladenbau präsentierte beim
Regal-Branchentreff am 14. Juni 2010 in
Wien im Rahmen der Sonderschau „Der
Supermarkt der Zukunft“ zwei viel beachtete nachhaltige Produkt-Innovationen.
In Zusammenarbeit mit dem Campus 02
ist das „Green Shelf“, das Regal mit dem
kleinsten ökologischen Fußabdruck, entstanden. Das Assmann-Innovationsteam
beschäftigt sich im Rahmen dieses Projektes nicht nur mit „green materials“
(Holz, Bambus, Karton, Bananenstrunke,
Schilf etc.), sondern auch mit Bio-Kunststoffen, umweltfreundlichen Oberflä-
Bambus, Karton, Bananenstrunke und Schilf
sind Fachboden-Optionen beim „Green Shelf“.
Bamboo, cardboard, banana stalks and reed are
the shelving options available in the “Green
Shelf” system.
SHOP aktuell 108
chenbeschichtungen und
logistischen Themen.Kritische Verbraucher werden
mit dem „Smart Shelf“
viel Freude haben. Das
zusammen mit INFOOD
und Joanneum Research
entwickelte Regal ermöglicht einen HerkunftsCheck der präsentierten
Artikel via integriertem
Scanner und Bildschirm.
Den Konsumenten werden damit unmittelbar am
POS schlüssige Informationen über die Produkte (botanische Qualität,
agrarische Herkunft, Produktionsherkunft etc.) vermittelt. Dazu ist es lediglich notwendig, das mit
einem 2D-Code-Etikett
versehene Produkt vor
den Scanner zu halten.
Within the framework of the special
display “The Supermarket of the Future”
in Vienna on 14 June 2010, Assmann Ladenbau presented two sustainable product
innovations at the shelving section meeting that attracted a good deal of favourable
attention. The “Green Shelf”, the shelving
system with the smallest ecological footprint, was created in connection with the
Campus 02. Within the framework of this
project the innovation team at Assmann
studies not only “green” materials (wood,
bamboo, cardboard, banana stems, reeds
etc.), but also biological plastics, environmentally friendly surface coatings and
logistics topics.
Critical consumers will welcome the
“Smart Shelf”. Developed together with
INFOOD and Joanneum Research, the
shelf permits a check on the origins of the
articles presented via an integrated scanner and screen. The customer thus has
instantly available at the POS information
to enable him to make a decision about the
products (botanical quality, agricultural origin, manufacturing origin etc.). To discover all this, all that is required is to hold the
product and its 2D code label in front of
the scanner.
Professional
optimisation of
branch networks
in Salzburg
Mag. Traindl
Dr. Mayer-Heinisch
The correlation
between the quality of the location
and the productivity of the sales area
Mag. Lindner
is a widely accepted fact. Nonetheless this connection is
too little regarded in strategic planning.
The workshop “Professionelle Standortund Filialnetzoptimierung” (Professional
optimisation of location and branch networks) will enable participants to close
this “strategic gap” with the help of tried
and tested as well as new methods,
including the “POS trilogy”. The team
of lecturers includes a retail expert with
practical experience of branch networks
(Dr. Stephan Mayer-Heinisch, whose
current positions include the presidency of the Austrian Chamber of Retail
Trade), a branding specialist (Mag. Arndt Traindl, Retail Branding) and a location professional (Mag. Hannes Lindner, Standor t+Mark t), who together
will ensure an all-round approach to
the subject. The event targets expansion directors and retail professionals
throughout the entire German-speaking area. For this reasons the workshop
has been located in Salzburg, an easily accessible destination, on 19 October 2010. Full details of the seminar and
further information can be obtained from
[email protected] (Tel.
+43/7472/605-2364).
49
Bücher Books
Kalender calendar
Neue Bücher New Books (German editions)
S. Berns, D. Henningsen
Roland Mattmüller (Hrsg.)
Der Twitter-Faktor
Versandhandelsmarketing
Die deutschen Twitter-Coaches Stefan Berns und
Dirk Henningsen beschreiben in der Neuerscheinung, welche Möglichkeiten dieses boomende soziale Netzwerk für Online-PR, Online-Marketing und
Kundenbindung eröffnet. Abgerundet wird das Werk
durch eine Reihe an Best-Practice-Beispielen.
Insbesondere das Internet hat in den letzten Jahren
für Wachstumsschübe im Versandhandel gesorgt.
Die 2., komplett überarbeitete und erweiterte Auflage von „Versandhandelsmarketing“ beleuchtet daher aktuelle Entwicklungen und die sich daraus ergebenden Herausforderungen für die Branche.
BusinessVillage, Göttingen
2010, 312 Seiten
ISBN 978-3-86980-000-4
24,80 €
Deutscher Fachverlag, Frankfurt am Main
2. Auflage, 2010, 688 Seiten
ISBN 978-3-86641-176-0
98,00 €
Mario Pricken
V. Dobler, H.-G. Häusel, T. Rotthowe
Clou – Strategisches
Ideenmanagement in
Marketing, Werbung,
Medien & Design
Das Verbrauchervertrauen
in Handelsunternehmen
Dieses Buch versteht sich als inspirierender Kreativcoach und richtet sich an Praktiker in Agenturen, Design-Unternehmen sowie allen anderen Firmen, die
Werkzeuge für effektives Ideenmanagement künftig
verstärkt anwenden möchten. Beantwortet werden
dabei Fragen, die auch für den Handel durchaus relevant sind: Was motiviert Teams zu kreativer Top-Performance? Wie managt man Ideen jenseits des Zufalls?...
Das Vertrauen der Konsumenten zu gewinnen und
sie so emotional an das Unternehmen/die Marke zu
binden, wird zu einem immer wichtigeren Erfolgsfaktor im Handel. Für diese Studie bewerteten 1.100
Personen aus elf europäischen und amerikanischen
Ländern 20 namhafte Retailer unterschiedlicher
Branchen zum Thema Vertrauen.
Haufe-Lexware, Freiburg
2010, 80 Seiten
ISBN 978-3-448-10242-0
350,00 €
Hermann Schmidt, Mainz
2009, 312 Seiten
ISBN 978-3-87439-788-9
49,80 €
Event-Kalender Calendar of events*
Date
Location
Event
Type
Information
9. – 10. 9. 2010
Zürich
60. Internationale Handelstagung
Handelstagung
www.gdi.ch
14. – 15. 9. 2010
Köln
EHI Retail Design-Konferenz
Retail-Design-Kongress
www.ehi.org
15. 9. 2010
Oberentfelden
Mit Zahlen führen und motivieren
Eintagesseminar, Christian Göggerle
www.umdasch-shop-concept.com
16. – 17. 9. 2010
Berlin
German Council Congress
Shopping-Center-Kongress
www.gcsc.de
21. – 23. 9. 2010
Paris
Equipmag
Le salon du point de vente
www.equipmag.com
22. 9. 2010
Oberentfelden
Professionelle Mitarbeiter-Entwicklung
Eintagesseminar, Alexa Seibicke
24. 9. 2010
Düsseldorf
Mit Zahlen führen und motivieren
Eintagesseminar, Markus Haslinger
27. 9. 2010
Renens
Des modules pour un concept réussi des
magasins
Séminaire d´un jour, Consult-Portfolio
28. 9. 2010
Amstetten
Bausteine für die erfolgreiche
Ladengestaltung
Eintagesseminar, Consult-Portfolio
28. – 29. 9. 2010
Mumbai
India Retail Forum
Retail conference
www.indiaretailforum.in
30. 9. 2010
Neidenstein
Visual Merchandising für Praktiker
Eintagesseminar, Irmgard Heyd
30. 9. 2010
Bozen
Bausteine für die erfolgreiche
Ladengestaltung
Eintagesseminar, Consult-Portfolio
7. 10. 2010
Paris
Umdasch Shop-Concept-Forum
Conférence, Emma Fric
7. – 8. 10. 2010
Wiesbaden
Shopper Marketing 2010
POS-Kongress
www.managementforum.com
9. – 10. 10. 2010
Essen
Die Zukunft des Verkaufens
BDS-Fachtagung
www.bds-visuellesmarketing.eu
12. 10. 2010
Amstetten
Visual Merchandising für Praktiker
Eintagesseminar, Irmgard Heyd
12. 10. 2010
Amstetten
Store Branding für den Schuhhandel
Eintagesseminar, Max Wöss
13. – 15. 10. 2010
Toronto
International Retail Design Conference
Conference
www.irdconline.com
50
SHOP aktuell 108
Bücher Books
Kalender calendar
(English-/German editions)
Frank Schirrmacher
STI Group (editor)
PAYBACK
Greif zu und kauf mich! /
Move people to buy more
Mit „PAYBACK“ beweist Frank Schirrmacher erneut
sein Gespür für die Auseinandersetzung mit Megathemen unserer Zeit. In dieser Neuerscheinung
dreht sich alles um die digitale Überforderung, der
wir dank iPhone, Facebook & Co ausgesetzt sind.
Anhand wissenschaftlicher Erkenntnisse zeigt
Schirrmacher auch erste Lösungsansätze aus dem
Dilemma. Diese lauten: Kreativität, Toleranz und die
Fähigkeit, mit Unberechenbarem umzugehen.
Blessing Verlag, München
2009, 240 Seiten
ISBN 978-3-89667-336-7
17,95 € (D), 18,50 € (A)
The development of sales promotion is closely linked with the development of the retail sector. This
new publication therefore presents a survey of 50
years of brand history at the POS. International experts from science, the brand-article industry, retailing and communications science explain POS
communication yesterday, today and tomorrow.
Deutscher Fachverlag, Frankfurt am Main
2010, 300 pages
ISBN 978-3-86641-216-3
89.00 €
A. Kirig, C. Langwieser
RAL (editor)
Konsument 2020
Das Farbwörterbuch /
The colour dictionary
Der Konsument 2020 wird emotionaler, kreativer
und partizipativer – zu dieser Erkenntnis kommt die
neue Studie des Zukunftsinstituts. Die Autoren wagen einen Blick ins Jahr 2020 und beschreiben insgesamt zehn Konsumtrends im Wandel der Zeit.
Welche Branchen von den neuen Trends profitieren
und wie sich Unternehmen darauf einstellen können, wird ebenfalls verraten.
Zukunftsinstitut (www.zukunftsinstitut.de),
Kelkheim 2010, 120 Seiten
ISBN 978-3-938284-50-6
150,00 €
Green is for hope, red is for love … this publication
adds a new dimension to the familiar rules of colour
theory. To this end more than 60 test persons produced atmospheric pictures to match 360 adjectives
which the author then assigned to the RAL Design
System. Each of the colour scales thus produced
shows the extent to which colours can be used as
instruments of expression or language. The result is
this new colour Bible for designers and design artists.
Callwey, Munich
2010, 864 pages
ISBN 978-3-7667-1825-9
139.00 €
Date
Location
Event
Type
Information
19. 10. 2010
Salzburg
Professionelle Standort- und
Filialnetzoptimierung
Eintagesseminar, Traindl/Lindner/
Mayer-Heinisch.
21. 10. 2010
Neidenstein
Store Branding
Eintagesseminar, Max Wöss
25. – 27. 10. 2010
Berlin
World Retail Congress 2010
International Retail Congress
www.worldretailcongress.com
26. – 27. 10. 2010
Berlin
STORES-Kongress 2010
Handelskongress
www.managmentforum.com
26. – 27. 10. 2010
Köln
Energiemanagement im Einzelhandel
Handelskongress
www.ehi.org
27. 10. 2010
Oberentfelden
Professionelle Standort- und
Filialnetzoptimierung
Eintagesseminar, A.Traindl/C.Riebe
8. – 9. 11. 2010
Wiesbaden
Läden 2010
Handelskongress
www.conferencegroup.de
8. – 11. 11. 2010
Dubai
INDEX
Interior Design Show
www.indexexhibition.com
11. 11. 2010
Zürich
3. Schweizer Shopping-Center Forum
Shopping-Center-Kongress
www.indexexhibition.com
16. – 17. 11. 2010
Berlin
Deutscher Handelskongress & Retail
World 2010
Handelskongress
www.handelskongress.de
17. 11. 2010
Wien
MMM-Fachtagung
Handelstagung
www.gewinn.com
23. – 24. 11. 2010
Düsseldorf
Modehandels-Kongress
Handelskongress
www.textilwirtschaft.de
26. 2. – 2. 3. 2011
Düsseldorf
EuroShop
The Global Trade Fair
www.euroshop.de
25. – 28. 5. 2011
Shanghai
Laden-Dramaturgie LIVE!
Shop-Expedition, Christian Mikunda
20. – 24. 10. 2011
Las Vegas
Laden-Dramaturgie LIVE!
11. – 13. 10. 2012
Alpbach
DIE KUNST DER INSZENIERUNG III
Int. Handels-Forum/Retail Forum
2. – 20. 4. 2013
Global
„In 18 Tagen um die Shopping-Welt“
* The event information is supplied in the language of the event.
SHOP aktuell 108
51
Vom 26. Februar bis 2. März 2011 findet
in Düsseldorf die nächste EuroShop
statt. Umdasch Shop-Concept finden
Sie in Halle 12. Herzlich willkommen!
The next EuroShop will take place in
Düsseldorf from 26 February − 2 March
2011. You will find Umdasch ShopConcept in Hall 12. Welcome!
Member of the Umdasch Shopfitting Group
Umdasch Shop-Concept GmbH
A-3300 Amstetten
Tel. +43 7472 605-0, Fax 63487
[email protected]
Umdasch Shop-Concept AG
CH-5036 Oberentfelden
Tel. +41 62 7372525, Fax 7372550
[email protected]
D-74933 Neidenstein
Tel. +49 7263 401-0, Fax 401-145
[email protected]
Umdasch Shop-Concept SAS
F-91160 Champlan
Tel. +33 1 60491840, Fax 60491841
[email protected]
Umdasch Shop-Concept Ltd.
GB-Oxford OX4 1LF
Tel. +44 1865 207800, Fax 207801
[email protected]
Umdasch Shop-Concept Ltd.
IRL-Drogheda, County Louth
Tel. +353 1 490 99 41
[email protected]
Umdasch Shop-Concept S.r.l.
I-39055 Pineta di Laives (BZ)
Tel. +39 0471 958700, Fax 958777
[email protected]
NL-7556 BN Hengelo (Ov.)
Tel. +31 74 2467360, Fax 2504423
[email protected]
Umdasch Shop-Concept spol. s r.o.
CZ-37001 České Budějovice
Tel. +420 387022011, Fax 7022013
[email protected]
Umdasch Shop-Concept L.L.C
UAE-Dubai
Tel. +971 4 3417715, Fax 3417716
[email protected]
ShopConsult by Umdasch GmbH
A-3300 Amstetten
Tel. +43 7472 605-0, Fax 605-3500
[email protected]
Umdasch Shop-Concept and the Umdasch Shopfitting Group are also available in the following planning and sales offices as well as at the following locations (selection). Austria: Vienna, Traun/
St. Martin, Innsbruck. Switzerland: Münsingen (Berne), Renens (Lausanne). Germany: Hamburg, Oberhausen, Monheim, Bamberg. France: Claix/Grenoble. Italy: Parma, Milan, Roncadelle. Spain:
Madrid. Sweden: Gothenborg. Norway: Oslo, Stavanger. Slovenia: Zgornja Polskava. Croatia: Zagreb. Serbia: Belgrade. Poland: Warsaw. Russia: Moscow. Greece: Athens. Saudi Arabia: Jeddah.
Canada: Toronto. USA: New York, Newport Beach/CA. And wherever else your business takes you!
www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.jonas-shop.com • www.shopconsult.at

house of football, Soweto

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