Dielmann, the German shoe retailer based in Darmstadt, has launched an online store for its Sommerkind brand of shoes for women and girls. Next to a collection of Sommerkind branded shoes, the online offer includes bags, hats and shirts. Some shoe models are only available online. Dielmann plans to add other product categories to its Sommerkind brand in the future.
Sommerkind branded shoe products are priced on average at €69 per pair. All of them are made in Europe. The German retailer created a new e-commerce division in Viernheim, next to its outlet store. On a surface of 2,000 sqm, five employees are responsible for the distribution of the Sommerkind brand.
The next online store to be launched by Dielmann will be for another new private label, Helén Billkrantz, that is priced above the Sommerkind brand. Dielmann plans to launch online stores exclusively for private brands in order to control the distribution of its collections and their pricing.
Markus Dielmann and his brother Thomas Dielmann are running the Dielmann group, the third generation of their family. The group operates 51 sporting goods and shoe stores. Other private brands that belong to the group are Carrera Panamericana and Jim Corbett for men. There are plans to further develop this division of the group.