Horten, Hertie, Quelle - department stores haven't been called that for a long time.

Soon the names Karstadt and Kaufhof will also disappear from the cityscape.

According to the recently announced plans of the merged Galeria Karstadt Kaufhof group, in future only the name Galeria will be used for the company's houses.

Petra Kirchhoff

Editor in the Rhein-Main-Zeitung.

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The name change is only a small component of the investment program amounting to 600 million euros, with which the owner and real estate investor René Benko intends to strategically reposition almost half of his 131 branches. With the Kaufhof branch at Frankfurter Hauptwache and the one in Kassel, there are two pilots who should show where the journey is going: more premium in so-called cosmopolitan houses in Frankfurt, more service and proximity to the citizens under the new brand "regional magnet", like it is planned in Kassel.

At Kaufhof in Frankfurt, the renovation, which will run until October, is already in full swing, currently most clearly visible in the perfumery department, where premium brands such as Chanel and Dior are setting up their luxurious perfume islands.

The shop windows are opened towards the Zeil.

The ranges are being rearranged and distributed throughout the hotel.

There is enough space.

Only last autumn did the department store take over the upper floors in the neighboring building, which were actually intended for office rental.

Two floors, the restaurant including the roof terrace and the grocery department are currently completely closed.

“Everything on new” is what it says on signs announcing discounts of 50 percent on items that have already been reduced.

Larger areas for parcel stations

The premium strategy is not new.

The Frankfurt Kaufhof has been run as a cosmopolitan city store for a number of years, even if it never quite made it into the top league (KDW in Berlin, Oberpollinger in Munich).

The expansion of the area in autumn was also a signal for the upgrading of the house, which, with brands such as Rimowa, also plays an important role for tourists in the city.

Basically, sales areas in the local department stores - there are 14 in Hesse - are to be reduced in size in favor of other offers such as parcel stations and are geared to local needs.

In Kassel, for example, visitors will be able to go to counters to deal with authorities and buy regional products.

There should be charging stations for e-bikes and a repair service in the parking garage.

A Pop-up Brothers Grimm Museum is also planned.

According to industry representatives, this is a step in the right direction.

"Such offers make the city center attractive again," says Dirk Wichner, Germany boss of the real estate company Jones Lang LaSalle.

“The department store concept urgently needs an update.

The plans sound like a great and brave start. "

Joachim Stoll, spokesman for the Frankfurt dealers, also expects the city center to be upgraded.

“The Hauptwache as a tourism location is being strengthened.

The Galeria area has reached an international level. ”The redesign of the main guard is all the more urgent.

"The plans show that there is nothing to be denied about the department store model," says Bernhard Schiederig, department manager at Verdi in Hesse. Renting them out to other providers ensures more throughput and enhances the value of the houses as a whole. It is an important step that product ranges are matched to the locations. “Frankfurt has a different audience than Hanau.” It is now important not to make any further compromises in terms of service and advice. "The end of the story has been reached with downsizing."