Key Retailer Report
Established in 1881, Karstadt has department stores in all
major cities in Germany—90 large department stores in total.
Website: www.karstadt.de
Contact Information (buying office)
Karstadt Warenhaus GmbH
Theodor-Althoff-Straße 2
45133 Essen
Germany
Mr. Wolfgang Morgner, Small Electrics Buyer
Tel: +49-201 / 727-1
Fax: +49-201-7277110
Email: [email protected]
Mr. Josef Reiter, Household Appliances Buyer
Tel: +49-201 / 727-1
Fax: +49-201-7277110
Email: [email protected]
Mr. Peter Geringhoff, General Housewares Buyer
Tel: +49-201 / 727-1
Fax: +49-201-7277110
Email: [email protected]
Mr. Olaf Giesen, General Housewares Buyer
Tel: +49-201 / 727-1
Fax: +49-201-7277110
Email: [email protected]
Background Information
Year Established: 1881
Number of Stores: 90 large department stores and 32 sporting
goods stores
Total Annual Sales: US $7.35 Billion
Store Locations: Downtown locations in all major cities in
Germany and selected malls.
Type of Store: The store portfolio is managed in different formats.
These consist of the Premium Group (the four Karstadt flagship
stores: KaDeWe in Berlin, Alsterhaus in Hamburg, Karstadt
Oberpollinger in Munich and Karstadt Frankfurt in Frankfurt), the Karstadt department
stores and the KarstadtSport sports stores as well as the karstadt.de online store.
Average Store Size: 10,000-30,000 m² (100,000-330,000 sq ft)
Housewares Percentage of Total Sales: 10%
Total Square Meters: 10%
(Continued on back)
Position within the Market: 38% marketshare of the German
department store segment
Target Consumer: Average to above average income consumer
Stores and Products
Store Layout/Look/Feel: Typical department store, clean, nice,
friendly
Home/Housewares Product Categories: All categories, including
appliances
Pricing Strategy: Mid to high
Quality/Design/Branding Strategy: Mid to high quality, good design,
brands are important
Company Brands Sold: WMF, Fissler, SUS, Rosenthal, Saeco, Bosch,
AEG
Private Label Brands Sold: Not in housewares
Key Marketing Tools & Promotions: TV, radio, direct mailings,
advertising flyers
Suppliers and Sourcing
Sourcing Strategies
-
Supplier Expectations Regarding
- Products: Good quality, novelties
- Pricing: Mid range
- Promotions: Helps but not absolutely necessary, events and
demonstrations are often used
Global
Direct from factories
Direct from vendors / product suppliers
Through distributors
Success Factors and Expansion Plans & Expectations
Karstadt’s strategy is to be the number 1 department store in every major city. The retailer focuses on strong brands;
special events and exceptional service.
Expansion Plans: No specifics available, probably depends on availability of suitable locations within cities. Karstadt
will stay in Germany.
Market Expectations for Next Three Years: Decent market growth is expected within the next years in all product
categories.
The Karstadt profile created by:
IHA Germany Office
Michael Pfeiffer
Tel: +49 6172 285949
Email: [email protected]