The workwear specialist Strauss opens several pop-ups in locations of the Bauhaus hardware store chain.
From March, Strauss will be present with its temporary areas in the four German cities of Berlin, Bremen, Hamburg and Cologne, the companies announced on Wednesday. The pop-up mark the start of a new retail strategy, which will be extended to other international locations in the next step.
In a period of around six months, the workwear specialist is represented in the four hardware stores on an approximately 25 square meter sales area and shows a selection of its products. The brand is pursuing an omnichannel approach that announced: inside offers the opportunity to experience products on site and, if you are not available, you should not be available to order home.
“So far, Strauss has only been available at Strauss,” says Strauss CEO Steffen Strauss. “With Bauhaus we are now opening up new sales channels and presenting our brand in a new retail format. This is a milestone for our growth strategy. “
