Galeria Karstadt Kaufhof: Customers now have to get used to this radical change

Two traditional German names are disappearing from German city centers.

The Galeria Karstadt Kaufhof department store chain is changing its structure - and its face

Essen - The era of Galeria Karstadt Kaufhof is coming to an end.

The two traditional brands of the last major German department store group, which was created through the merger of the two competitors Galeria Kaufhof and Karstadt, will gradually disappear from the city centers.

With a new name and a new logo, the department store giant wants to make a fresh start in the corona pandemic.

In the future the company will simply be called Galeria.

The future logo consists of a small "g" framed by three semicircles.

Below is the lettering Galeria in capital letters.

New name and new logo for Galeria Karstadt Kaufhof: 400 million are to flow into the branch expansion

But the familiar names Kaufhof and Karstadt will only gradually be replaced by the new name and logo in the course of conversions and renovations.

Because the department store giant is planning a strategic restart that will cost 600 million euros over the next three to four years.

+

The Galeria logo.

Germany's largest department store chain Galeria Karstadt Kaufhof (GKK) wants to attract customers with a new logo under the name Galeria.

© Galeria Karstadt Kaufhof / dpa

400 million euros are to flow into the modernization of the remaining 131 department stores.

50 to 60 branches are to be completely rebuilt, the rest at least partially.

According to

WirtschaftsWoche

, the expansion of the e-commerce offer, IT and logistics are to be converted

for around 200 million euros

.

New name and new logo for Galeria Karstadt Kaufhof: pilot branches open at the end of October

As part of the new concept, Galeria Karstadt Kaufhof intends to divide its stores into three different categories in future: cosmopolitan city center, regional magnet and local forum. The stores in Frankfurt, Kassel and Kleve are to serve as pilot branches for the various concepts. “The logo will be officially used for the first time at the opening of the Showcase branches on October 27th. We will then gradually convert houses all over Germany and in the course of this also equip them with the new logo, ”announced CEO Miguel Müllenbach

in an employee

letter according to

dpa

.

"With regional magnets such as Kassel, for example, the aim is to enrich the offer with services, goods and experiences that are exactly in demand there," said Müllenbach.

Galeria Karstadt Kaufhof wants to reduce its own sales area here and thus create space for regional products, but also for services such as city services, e-bike stations and parcel counters.

List of rubric lists: © bodenseebilder.de via www.imago-images.de