Reformhaus retains an unmatched selection of tea and slippers but is morphing to stay competitive
ellness, organics and sustainability have become buzzwords in modern consumer marketing, but the mainstreaming of “green” lifestyle is creating some challenges for the German retailers that pioneered these products.cooperative, a long-established promoter of homegrown health and beauty in the retail sphere, is morphing – gently – to stay competitive against incursions from discounters, the bite of inflation and shifting consumer habits.
“We’re somewhere between a chemist, a beauty shop, a mom-and-pop store and a petrol station, where you can quickly pick up a few things you need on your way home,” said Cathrin Engelhardt, the Hamburg-based CEO of the largest chain ofproponents built communities – largely in cities – seeking to deepen their connection to nature while rejecting the toxins of industrialised society and conventional farming.
They also allow one-stop shopping for customers who buy only select products such as meats or vegetables from the organic shelves. Germans boughtIn an interview at one of her “Brooklyn-look shops” with faux brick lining the walls, Engelhardt, 57, said maintaining cherished traditions while grappling with evolving consumer expectations was a constant battle. She said the key to defending her family-owned company’s market niche was knowing her customers.
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