The clothing supplier Gerry Weber International AG refreshes its branches. With a new shopfitting concept, the company wants to “make the new positioning of the brand and the Gerry spirit tangible at the point of sale,” said Gerry Weber on Thursday.
The store concept, which was developed under the working title “Strong Women” in cooperation with the Berlin interior design office Dan Pearlman Group, is to be used in several new and reopened shops from autumn. Previously, it had been “successfully tested in the Gerry Weber store in Münster over the past few months,” the company explained.
The new concept relies on “natural materials, clear lines, a modern and tidy presentation of goods and the staging of the ‘Look of the Week'”, explained Gerry Weber. A number of innovations have also been implemented: “The classic checkout desk has given way to a service counter with a coffee bar and mobile phone charging station and has become a place of communication. Screens in the shop windows and in the store itself, as well as tablets, make it possible to delve even deeper into the brand and product worlds and also ensure a stronger connection between online and offline.
Anja Hecht-Meinhardt, Managing Director Retail at Gerry Weber, explained the retailer’s goals: “We want to create a place of inspiration. An ambience in which our customers feel comfortable and can discover new things, which invites them to linger and exchange ideas and where they like to come back,” she explained in a statement. In this way, the company wants to offer customers “real shopping experiences” and “give them the feeling of being ‘guests at Gerry'”.
