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A mono-brand store dedicated to Miele products in Berlin

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Several times this year we talked about pop-up store, a relatively new form of retail that enables brands to get in touch directly with consumers while traditional channels of distribution do not allow this contact. Some brands chose to make the pop-up store permanent, like Danone in Barcelona with the “Casa Danone”. That type of store is pretty rare but we found another example in Berlin where two dedicated mono-brand stores can be found at Unter Den Linden : Nivea and Miele.

 We visited both during our latest “market intelligence tour” in July and are happy to post a few pictures of Miele’s store (where we were authorized to make pictures).

The whole range of products is obviously on exhibition and as you will note from the photographs below a giant touch screen allows visitors to navigate through the wide range of products and obtain advices. This device has now become more or less standard in flagship stores.

Interestingly, like in a concept store, the Miele’s store is also a restaurant (you guess where the appliances used in the kitchen are coming from) which shares a terrace with its neighbor (Nivea).

 All in all it’s a very “German” flagship store. There are no real crazy things in it; it’s neat, clean, well arranged and pretty well reflects the German quality.

 In our next article we’ll come back on mono-brand stores in more details. Stay tuned.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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