They shape the shopping centers of the cities nationwide. But the end of the Karstadt and Kaufhof brands is in sight. Gradually, a new logo is to adorn the temple of consumption.
The traditional brands Karstadt and Kaufhof will gradually disappear from inner cities in Germany over the next few years. Because Germany’s largest department store chain Galeria Karstadt Kaufhof (GKK) wants to advertise for customers with a new logo under the name Galeria.
«At the opening of the Showcase branches on October 27th. the logo will be used officially for the first time. We will then gradually convert houses all over Germany and in the course of this also equip them with the new logo, ”announced CEO Miguel Müllenbach in an employee letter on Friday. The «Wirtschaftswoche» had previously reported on it.
The new logo, a small “g” surrounded by three semicircles and the lettering Galeria in capital letters, is only to gradually replace the familiar names Kaufhof and Karstadt, which are currently still emblazoned on the department stores, in the course of conversions and renovations.
Karstadt and Kaufhof are now one company, wrote Müllenbach. “And that’s what we want to show with the new logo. And we also want to make our realignment as Galeria 2.0 self-confidently visible, ”emphasized the CEO.
The department store giant is planning a strategic restart after the challenges posed by the corona pandemic. The group plans to spend around 600 million euros on the renovation over the next three to four years, 400 million euros alone for the modernization of the 131 department stores. At least 50 to 60 houses are to be completely rebuilt with the money, the rest at least partially, as Müllenbach announced in an interview a few weeks ago.
In the future, the retail giant wants to divide its houses into three different categories: cosmopolitan city house, regional magnet and local forum. The department stores in Frankfurt, Kassel and Kleve are to serve as pilot branches. “With regional magnets such as Kassel, for example, the aim is to enrich the range with services, goods and experiences that are in demand there,” explained Müllenbach. “We want to become the networked heart of the city center – with concepts that are precisely tailored to the local location.”
Jane Stock is a technology author, who has written for 24 Hours World. She writes about the latest in technology news and trends, and is always on the lookout for new and innovative ways to improve his audience’s experience.
