Beyond the global brands: inventive owner-managed retailers
KARE Design in Munich has been awarded “Store of the Year 2015” in
Germany.
It stands out due to its exceptional location in a former power station, with
80m chimneys and 10 000m2 of lifestyle furniture. In this architecturally
sophisticated building, KARE succeeds with an outstanding product
presentation – about 200 mono labels in a perfect combination of online
and offline trade. “About 80% of the customers research furniture online
first,” says KARE CEO Peter Schönhofen. That is why he is focused: “Mobile
first! Our story is told on and offline.”
He started 34 years ago as a student and now has partners in 40 countries
and an export share of 75%. He has had a presence in Accra since 2011 and
in Abuja since 2012. The store is open 24/7, although in Germany sales are
forbidden on Sundays, but customers can buy over their smartphones via
the QR code. Digital signage is visible all over the store, from mega screens
and totems, to huge blinds outside on the façade with changing slogans and
customer statements. At the entrance, a lockable mobile phone charging
station is an additional service, as is the `open till late´ restaurant. YouTube
shows KARE videos from all over the world.
“
There are hotspots in Africa with
best growth opportunities for our
brand. KARE appeals to a young,
open-minded and communicative
audience and there are more and
more in these countries. That
our brand is working there is
certainly due to the dist inctive
design of our stores as a “living
theatre.” As very successful
also reveals to be our wide
assortment of furniture, lighting
and home accessories that
reflects a colorful mix of cultures
– KARE Design CEO, Peter
Schönhofen
”