Bricks or Clicks? Retailers Descend on Germany to Find Out

By Germany Trade And Invest, PRNE
Thursday, September 22, 2011

BERLIN, September 23, 2011 -

- World Retail Congress 2011

Germany is by far Europe’s e-commerce leader, according to a new study. But at the same time, many retailers are following Apple’s success with single brand brick-and-mortar stores. What combination is right for Germany’s market? Germany Trade & Invest will have representatives at this year’s World Retail Congress in Berlin from September 25-28 to outline the unique characteristics of Europe’s largest market and the latest investment opportunities.

“For brands large and small, there is no way around Germany. And with its central position in Europe, retailers use Germany as a springboard to reach the entire European market,” said Julia Morgenstern, retail market expert at Germany Trade & Invest in Berlin.

Germany’s retail market mirrors global trends, which has seen a shift toward multi-channel marketing and sales strategies. Companies are seeking the optimal way to combine e-commerce with single brand brick-and-mortar stores.

“Consumer spending in Germany has remained remarkably stable over the past year, despite economic uncertainty in Europe. This confidence ensures that Germany will continue to attract retailers in the future,” continued Morgenstern, who advises international investors looking to enter the German market.

At this year’s World Retail Congress, Germany Trade & Invest will host a panel discussion on future market strategies with retail experts from Google Germany and private shopping club, in addition to representatives from retail heavyweights Desigual, Mango and Calvin Klein (Warnaco Europe) on September 26.

Germany Trade & Invest is the foreign trade and inward investment promotion agency of the Federal Republic of Germany. The organization advises foreign companies looking to expand their business activities in the German market. It provides information on foreign trade to German companies that seek to enter foreign markets.

Germany Trade & Invest
Andreas Bilfinger
T: +49(0)30-200099-173
F: +49(0)30-200099-511


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