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Department Stores - Germany - April 2018

“There are signs of the beginnings of a recovery in the German department stores sector. New ownership and a more focussed management now shorn of too many diversifications are a good start. The consumer research for this report shows that the stores are still valued for many of the things that a department store should be good at. But as a group they have undermined trust in their pricing and that is a major problem they need to work on.”
– Richard Perks, Director of Retail Research

This report looks at the following areas:

  • So many changes of ownership – can they mark a turning point for the sector?
  • How can the department stores regain market share?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Consumer spending
              • Sector value and forecast
                • Figure 1: Germany: mixed goods retailers’ sales as % all retail sales, 2012-22
                • Figure 2: Germany: department stores’ broad product mix, 2017
              • Companies and brands
                • Leading players
                  • Market shares
                    • Figure 3: Germany: leading department stores’ shares of all mixed goods retailers’ sales, 2017
                  • Online
                    • The consumer
                      • Where they shop
                        • Figure 4: Germany: online and in-store shoppers at leading department stores, March 2018
                        • Figure 5: Germany: online and in-store shoppers at all department stores, March 2018
                      • Attitudes to department stores
                        • Figure 6: Germany: attitudes to department stores, March 2018
                      • What we think
                      • Issues and Insights

                        • So many changes of ownership – can they mark a turning point for the sector?
                          • The facts
                            • The implications
                              • How can the department stores regain market share?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Spending on fashion has been weak
                                      • Clothing and beauty dominate sales
                                        • Sales of €6.4 billion in 2017
                                          • Long-term performance has been weak
                                          • Consumer Spending

                                            • Fashion store vs full range
                                              • Beauty – a core traffic generator
                                                • Homewares
                                                  • Figure 7: Germany: consumer spending on key department store product categories (including VAT), 2013-17
                                                • Share of retail sales
                                                  • Department stores’ share of clothing and beauty markets
                                                    • Clothing
                                                      • Beauty
                                                      • Sector Size and Forecast

                                                        • Department store sector size
                                                          • Figure 8: Germany: department stores, estimated sector sales (excl VAT), 2013-17
                                                        • Mixed goods retailers sector
                                                          • Figure 9: Germany: mixed goods retailers, sales (excl. VAT), 2013-17
                                                          • Figure 10: Germany: mixed goods retailers, forecast sales (excl. VAT), 2018-22
                                                      • Companies and Brands – What You Need to Know

                                                        • Changes in ownership
                                                          • Karstadt and Signa
                                                            • KaDeWe independent
                                                              • Kaufhof and Hudsons Bay
                                                                • Kaufhof and Karstadt dominate the sector
                                                                  • Department stores underperforming online
                                                                  • Leading Players

                                                                    • Active corporate history
                                                                        • Figure 11: Germany: leading department store retailers, sales, 2012/13-2017/18
                                                                        • Figure 12: Germany: leading department store retailers, outlets, 2012/13-2017/18
                                                                        • Figure 13: Germany: leading department store retailers, sales per outlet, 2012/13-2017/18
                                                                    • Market Shares

                                                                        • Figure 14: Germany: leading department store retailers’ shares of all mixed goods retailers’ sales, 2013-17
                                                                        • Figure 15: Germany: leading department store retailers’ shares of all mixed goods retailers’ sales, 2017
                                                                    • Online

                                                                      • Online activity
                                                                        • Internet access widespread
                                                                          • Technology ownership
                                                                            • Shopping online
                                                                              • Leading online players
                                                                              • The Consumer – What You Need to Know

                                                                                • A minority interest
                                                                                  • Kaufhof the most popular
                                                                                    • Online used in conjunction with stores
                                                                                      • Range and service
                                                                                        • Trust and prices
                                                                                        • Where they Shop

                                                                                            • Figure 16: Germany: online and in-store shoppers at leading department stores, March 2018
                                                                                            • Figure 17: Germany: online and in-store shoppers at all department stores, March 2018
                                                                                          • Who buys where
                                                                                            • Figure 18: Germany: department stores shopped at in the last 12 months, by age and income, March 2018
                                                                                            • Figure 19: Germany: online and in-store department store shoppers, by age and income, March 2018
                                                                                        • Attitudes to Department Stores

                                                                                              • Figure 20: Germany: attitudes to department stores, March 2018
                                                                                            • Attitudes by department stores used
                                                                                                • Figure 21: Germany: attitudes to department stores by shoppers at Kaufhof and Karstadt, March 2018
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                              • Abbreviations
                                                                                                • Data sources
                                                                                                • HBC Europe

                                                                                                    • What we think
                                                                                                      • Uneasy mix
                                                                                                        • Strategy for Europe
                                                                                                          • What next?
                                                                                                            • Company background
                                                                                                              • Company performance
                                                                                                                • Figure 22: HBC Europe: group financial performance, 2011/12-2017/18
                                                                                                                • Figure 23: HBC Europe: outlet data, 2011/12-2017/18
                                                                                                              • Retail offering
                                                                                                              • Karstadt Group

                                                                                                                  • What we think
                                                                                                                    • Store portfolio slimmed down
                                                                                                                      • Portfolio rationalised
                                                                                                                        • Cutting back on promotions
                                                                                                                          • Low prices
                                                                                                                            • Online
                                                                                                                              • What next?
                                                                                                                                • Company background
                                                                                                                                  • KaDeWe
                                                                                                                                    • Company performance
                                                                                                                                      • Figure 24: Karstadt Group: group financial performance, 2011/12-2015/16
                                                                                                                                      • Figure 25: Karstadt Group: outlet data, 2011/12-2016/17
                                                                                                                                    • Retail offering
                                                                                                                                      • Figure 26: Karstadt: product mix, 2015/16

                                                                                                                                  Department Stores - Germany - April 2018

                                                                                                                                  US $1,343.55 (Excl.Tax)