Department store chain Galeria Inno, the Belgian division of Galeria Karstadt Kaufhof, wants to thoroughly renew all 16 branches over the next three years. The branch in Schoten near Antwerp is the first to be given a new look. The retailer is also innovating online.
Contemporary and homely
The renovation is part of the strategic relaunch programme that CEO Armin Devender announced last spring in an interview with RetailDetail. The department store chain wants to focus more on a premium positioning, will open an online marketplace next year and wants to set up partnerships with new players, particularly in the food sector. The first signs of change are now visible in the 8,000 square metre store in Schoten.
The range of some 800 top brands has remained, but the store itself looks a lot more contemporary. With warm design lighting, wooden furniture, carpets, wallpaper and video walls, the retailer creates a modern and at the same time homely atmosphere. Galeria Inno has opted for new, stylised mannequins, sleek signage in black and white and a uniform brand designation. The fitting rooms look luxurious. Handy for the shoppers are tools such as paper tailor meters or size and fitting tables.
In Schoten, each department was given its own character. On the ground floor are the fashion accessories, perfumery, lingerie, women's and children's items. The beauty and perfumery department got new furniture, improved lighting makes the jewellery and watches shine even more. For children there is playful furniture and a large photo wall. The men's department on the first floor offers extra atmosphere and inspiration in the brand corners. In addition, there is also the home department with themes such as cooking, dining, deco, sleeping and household linen. The service department has a cosy sitting area and coffee corner. In this way, customers are not only pampered while shopping, but also when arranging practical matters.
"Anyone entering this department store immediately feels the positive vibe of the inspiring interior," says marketing director Elly Zwinnen. "The store architecture is based on an inviting floor plan, with diverse worlds. Natural warmth and cosiness can be felt everywhere thanks to the generous use of new wooden furniture, wooden upholstery at the cash registers, and seating areas with carpet and armchairs."
The renovation of the Galeria Inno shop in Schoten is the starting point of an ambitious plan that also includes the digital part. "In our new omni-channel strategy we extend the offline business to an online marketplace," says CEO Armin Devender. "Omnichannel means that customers can pick up marketplace products from the stores and hand them over for return. It will also be possible to order in-store and have them delivered at home. And all this in stores with a renewed and trendy, contemporary interior - as you can experience here in Schoten for the first time."