The drugstore chain dm is converting its branches. What the branches should look like in the future and what customers can expect.
This article first appeared on RTL.de
In the Durlach Center in Karlsruhe, customers have recently entered the new dm world.
Right at the entrance you are greeted by “a kind of open piazza that invites you to take a tour of the world of beauty products,” as dm explains. The new area even has its own name: “Glory”!
If you want to order your photos or print them out directly, you can now make yourself comfortable at a kind of bar. This area has also been given a name: “Chill” is now the name.
Drugstore chain dm is investing one billion euros in branch renovations
Brand new in the store is a wood-look shelf with decorative items such as cushions and candlesticks. “The new range of home accessories is so well received that we are planning to expand it and roll it out everywhere,” says dm marketing boss Sebastian Bayer. “It also fits into the household sector: first I clean my home and then I make it nice,” adds the manager.
Pastel tones, clearly separated areas – a lot will change in the branches. And the conversion should be progressed quickly. “We will completely convert 300 branches to the new concept every year. We will be finished with the changeover in five to six years, i.e. by the end of 2029,” says Bayer.
And that also costs a lot: around one billion euros are to be invested in the new look. In Germany alone, dm operates around 2,100 branches, with a total of over 4,000.