From the second quarter of 2022, the fashion chain Adler now also wants to offer confectionery from Ferrero in the checkout area of its branches. Initially, the new range will be offered as a test in six of the more than 130 branches in Germany.
The new product range is related to Adler’s new external brand strategy and the gradual expansion of the range. The new cooperation fits in with the development of Adler Cafés in the branches, which is currently starting. In addition to a standard Ferrero range at the checkouts, sweets that match the season should also be offered, for example chocolates or advent calendars in the run-up to Christmas.
Strengthen the feel-good factor in the branches
With the cooperation, Adler wants to “strengthen the feel-good factor in the branches for all customers,” according to the company in a press release. Adler board member Frank Beeck: “With Ferrero we now have another very strong and well-known brand in our stores. Above all due to the attractive placement, we expect that the additional offer will be very well received by customers. We want them to feel completely comfortable with us, and from our point of view snacks and related products are an important aspect.”
Adler Modemärkte AG has been part of the Zeitfracht Group since 2021, a third-generation family business that is primarily active in logistics and retail. The cooperation with Ferrero is another step taken by the new company management to make the branches and their range more attractive for all generations.
Share of third-party brands to grow
That’s why Adler is constantly expanding the range of third-party brands. Under the umbrella of the new owner, these should expand more in the future. According to the company, the aim is to expand the share of sales with third-party brands to up to 40 percent.
Brands such as Tom Tailor, Street One, Cecil, S.Oliver, Lerros, Camel Active, Seidensticker, Marvelis, Mustang, Schiesser, Triumph, Stooker, Pioneer, Wrangler, Mustang, Gerry Weber, Frank Walder, and KRISS can currently be found at Adler , Gil Bret, Fuchs&Schmitt, Bugatti, MAC, Dockers, Olsen, Suprax, Tamaris or Sansibar.
Men’s area should be upgraded
So far, Adler has primarily advertised with female testimonials. In order to upgrade the men’s fashion product range, Adler has now engaged the German TV presenter Jörg Draeger as the new advertising face. An important element of the collaboration is the voice of the 76-year-old: in future, it should always be heard in the branches when the advertising announcements are about men’s fashion. In addition, an interview with him will be shown on the monitors in the Adler branches, and a competition has been developed.