Deichmann has announced the opening or re-opening of three stores in Essen, Frankfurt and Munich between July and August that offer both online and offline purchase options.
In the flagship store in Essen, which was reopened on July 11 after six months of renovation, customers can order the products online through tablets in the customer service area. The store offers a ship-to-home service and will soon add a click & collect function.
On Aug. 8, Deichmann will open its largest shop in the center of Munich, replacing one on Kaufinger Strasse. The new location showcases 47,000 pairs of footwear on two levels, including a sports section and an area with a selection of models that are available for purchase only online. In the Munich store, the styles can be ordered directly at the store, through a customer touch display or via the iPads of the sales staff. Customers can pay on site and have the items delivered at home.
The firm wants to solidify the link between stationary and digital retailing with the expansion of its omni-channel development program. For 2019, Deichmann plans to invest a record of €285 million on various programs, including the modernization of its store network, the opening of new shops, internationalization and digitalization. Deichmann plans to open 229 new stores worldwide and to renovate 256 existing stores in its 25 European markets and the U.S. in 2019. For Germany alone, the group's investment budget amounts to more than €100 million.
In the first half of this year, the company began offering a selection of its products online in China on the T-Mall Global platform. Following its launch in Latvia in April, Deichmann plans to enter the market in Estonia later this year. The MyShoes format, which has an established position in Germany, Austria and Switzerland, will continue to be internationalized in 2019 with the first stores already opened in Poland this spring. The first new opening with a franchise partner for the Arab and North African region is imminent in Dubai.