Fashion chain Lief! Lifestyle will head to Germany where it will open a first "concept store" in Berlin on 6 November. The store's idea mainly comes from a concept store in Sliedrecht, located in the Netherlands.
The 130 sqm Lief! Lifestyle's store will be located in The Mall of Berlin, near the Potsdamer Platz, and will host the company's entire product range.
Lief! Lifestyle went bankrupt earlier this year, shutting down all stores aside from its Sliedrecht-based "concept store" and its Bataviastad-located outlet store. It also shelved its plans to head to Germany, but as its new owner (Kids Fashion Group) is a German company, a move to Germany was a mere logical step according to CEO John van den Herik.
"I have high expectations for this store. The Mall of Berlin has only been open for a short while and is on a prestigious spot, frequented by a lot of tourists", Van den Herik told Fashion United. "The store is much smaller and much more compact than our Sliedrecht concept store, but it will have the entire product range and the idea behind the store is similar. Consumers will be able to experience the brand's full concept."