The Beauty Market in Germany: Berlin-based KaDeWe offers a new vision  
Blog Id: Blog1091 Posted Date: 06-Oct-2012

KaDeWe is determined to maintain its position as Berlin's leading luxury department store, so it will need to constantly refresh its beauty offer with new brands and services

KaDeWe is in a strong position to benefit from Berlin's growing number of international visitors and thus to improve its own international standing.

Many of these overseas visitors come from the Middle East and China, so KaDeWe would benefit from a selection of brands and exclusives that directly target these visitors. The addition of a mini-day spa would also play well with these guests, while male pampering services would help keep men occupied and entertained as their partners shop the store and try out the treatment menus. The provision of Chinese and Arab-speaking personal beauty shoppers would maximise the store's appeal.

The beauty department may also provide a useful blueprint for the rest of the Karstadt group, which is currently being redeveloped in an attempt to turn its fortunes round. The group went perilously close to disappearing altogether when its then parent, Arcandor, went bankrupt in 2009. Finding a point of difference will be key to the stores' complete survival, and that's where a coherent beauty and treatment strategy comes in.

Upmarket own label ranges will also boost the retailer's bottom line. The Kartstadt chain plans to launch an own label range called She, and a similar, but more upscale fragrance, cosmetics and gifting range would fit well with KaDeWe's beauty offer.

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