Manufactum is discontinuing its main catalog after 34 years.
The catalog will be abolished this year, the Otto Group, to which the department store belongs, announced on Monday. The reason for this is digitization and the reorientation of the communication strategy towards new media.
“In all our considerations, we always focus on our customers and their needs. In the last three to four years in particular, there has been a clear change here,” said Manufactum Managing Director Kai Steffan. “Manufactum comes from print and text and we have developed our own signature over the decades. It is now important to make this tangible in the digital channels.”
However, the catalog will not be completely abolished either. Customers can continue to receive assortment catalogs once or twice a year.
At the mail order company Otto, which also belongs to the Hamburg retail group Otto Group, the catalog was already discontinued for the spring/summer 2019 season.
