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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Department Stores market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Areas covered in this report

This report covers the department store sector in Germany, including market sizes, retailers’ sales and forecasts, along with our in-depth consumer data, which analyses shoppers’ behaviour and attitudes. There is no hard and fast definition for a department store. But, we would expect stores to be large and trade from several floors and stock at least half a dozen different broad product categories, with any single category unlikely to account for more than two-thirds of turnover, and usually significantly less than this.

As a minimum, all department stores covered in this report sell adult and children’s apparel, lingerie, fashion accessories, footwear, beauty products and some homewares. Larger full-line stores have a much wider product assortment.

Some department stores have food halls, and these are typically upscale and geared towards fine foods and delicatessen, and so are differentiated from the everyday supermarket. The offer usually covers a mix of concessions and own-bought ranges, increasingly with a private label element within the own-bought assortment.

National statistics offices do not collate data on the department store sector. Around Europe, department stores are typically included within the broader Mixed Goods Retailers sector. This is something of a catch-all sector covering not only large-space department stores, but variety stores, non-food discount stores and a whole host of other retailers that do not specialise in any one particular non-food product category.

For our consumer research this year we asked respondents questions on the following topics:

  • Which department stores they had shopped at
  • Responses to a variety of attitudinal statements about department stores

Expert analysis from a specialist in the field

Written by Richard Perks, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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


What's included

What's included

Table of contents

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

                                                                                                                                  About the report

                                                                                                                                  This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                  • The Consumer

                                                                                                                                    What They Want. Why They Want It.

                                                                                                                                  • The Competitors

                                                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                                                  • The Market

                                                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                  • The Innovations

                                                                                                                                    New Ideas. New Products. New Potential.

                                                                                                                                  • The Opportunities

                                                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                                                  • The Trends

                                                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.