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Retail innovation: New Era opens new store in Berlin, Germany

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Opened on 12th July at the corner of Rochstrasse und Münzstrasse in Berlin Mitte’s iconic shopping district, New Era’s newest store is worth a visit if you like innovative retail concepts and are looking to fuel your inspiration.
Originally a tightly-knit family business based in Buffalo (NY) New Era is now an international brand that has based its growth on sports heritage. Some New Era stores (like the one in Tokyo, Japan) have a broad assortment of items that go beyond the caps that form the basis of New Era’s success.

The store we visited in Berlin however revolves almost exclusively around caps (there are very few other products). It’s very minimalist, well-designed and so cool ! The dark light allows for very sharp and attractive colour contrasts and the perfectly aligned products convey a sense of homogeneity that is key to driving purchases (see also our other article on successful visual display techniques in the retail sector).

The shop proposes a customization station where customers can chose from a variety of options to have their very own cap designed and embroided for them.

In short the New Era’s newly opened Berlin shop provides a great customer experience and it’s hard to walk out without purchasing one product (I know what I’m talking about).

If you need more retail inspiration, if you want to understand what the latest retail trends are, feel free to contact us. Also don’t forget to explore our interactive map of the most innovative retail stores worldwide.

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Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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