Deichmann has decided to stop trading under the Roland banner, closing its 45 stores in Germany by the end of 2020, after major investments in the format, to focus on MyShoes. The big shoe retailing group said it took the decision due to structural changes in the shoe retail market, including a decline in customer traffic in the store, particularly in inner-city locations, price erosion and the customers' migration to online businesses, which has put pressure on sales and the profitability.
The situation has particularly affected the large mid-priced segment, and Deichmann believes that it will worsen. As part of a strategic review, the group will focus on its MyShoes banner in the future, which also covers the mid-priced segment, in contrast with the lower-priced Deichmann banner.
The difference is that Myshoes are mainly located in shopping centers. Launched 15 years ago, MyShoes currently operates over 45 doors and a web shop in Germany. It also has around 25 shops in Austria, 15 in Switzerland and three in Poland.
Deichamn did not specify whether any individual Roland stores will be converted into MyShoes shops. It will soon enter into negotiations with the landlords to define the timing of the store closures.