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The German DIY retailer Knauber has premiered its new market philosophy at the company’s location at Pulheim near Cologne
The range is structured in three shopping worlds at the new Knauber store in Pulheim.
An outlet with a retail area of 11 500 m² has been constructed at Pulheim at a cost of € 15 mio. Three shopping worlds, clearly visible from the entrance foyer, provide customers with a rough initial orientation. “Do-it-yourself” stands for the typical DIY area (3 000 m²), “Home comforts” introduces the home living range (2 600 m²), and “Green fingers” covers garden products (3 800 m²). Positioned to the left and right of the entrance are a bakery complete with bistro and a play centre offering professional childcare.
The first thing customers see: the store interior from the entrance lobby.
Cubes suspended from the ceiling provide three-dimensional signage to indicate where to find individual product groups, so that customers with specific needs can quickly reach the spot where their products are to be found. Three service centres in the individual shopping worlds are there to provide advice and information. Big ceiling hangers (a screw, a cat, a plant with a Red Cross symbol) indicate key product categories: hardware, pet department, plant care. The store employs a staff of approximately 115.
The gallery is 182 m long, offering a great deal of display space.
Off to the left is the “classic” DIY department, where customer guidance system, product displays and depth of choice are immediately indicative of Knauber’s new profession of belief in the DIY store and its products. As just one example, the plumbing section in “DIY” covers the areas of installation materials, taps and fittings, ceramics, air conditioners/heaters, toilet seats, sinks and heating. It is interconnected with the electrical, paint and construction chemicals sections. By contrast, the bathroom design department in the shopping world located at the heart of the store contains mirrors, makeup and mirrored cabinets, bathroom mats and accessories. This section is in turn connected to the lighting, wallpaper and fabric areas.
Advisory service: the information centre in the “Do-it-yourself” shopping world.
A 182 m long gallery offers around 760 m² of space for displaying shelving, cupboard systems, outdoor lighting, shade products and pet supplies.
The old departments that used to offer cookery products, ambience and silk flowers have been combined to form a new department covering the subject of cookery and creative table settings, and including giftware from these areas as well. The “classic” handicrafts department has been divided up into the spheres of artists’ supplies, handicrafts, writing requisites and toys in order to help customer orientation. The range of creative products is rounded off by photo frames and seasonal goods. The department that previously offered garden hardware has been restructured into three new departments (garden technology, garden furnishings and garden requisites) to better meet customer requirements and improve orientation. All the product categories that touch the subject of garden ponds have been removed from their previous departments and brought together: pond fish, food, technology, accessories, foil and pre-shaped ponds.
Always an attraction: live animals in the pet department.
The outlet includes around 2 200 m of shelving space overall. Nonetheless, the store never appears overloaded. There are no shelving canyons to hike through. And so, while the new guidance system means that the customer with a specific need can quickly find his particular paint among the 70 000 items in the assortment (which now also includes a brand at a starter price, as in other product categories), at the same time customers there for the shopping experience can wander around and constantly gain new and unexpected impressions. In the words of Wilfried Bonin, Knauber leisure director, “Knauber’s new profession of belief in the DIY store” is accompanied by far-reaching changes. And director Dr Ines Knauber-Daubenbüchel also stresses the fact that, “This is certainly not just a superficial development: it goes far too deep for that. For our intention is to make Knauber’s image even stronger.”
The garden centre’s outdoor yard is entirely roofed over.
All nine Knauber outlets are scheduled to be remodelled and adapted to the new image in the course of this year. The company’s advertising is also to be adjusted to suit the new situation and carried out as an integrated whole. Bonin is convinced that, “This, and our new market image, as well as our new POS design, will very quickly make us more comparable with our competitors in the German DIY retail scene. But that’s actually what we want, because professionalism always results from competition with the other participants in the marketplace.”
An outlet with a retail area of 11 500 m² has been constructed at Pulheim at a cost of € 15 mio. Three shopping worlds, clearly visible from the entrance foyer, provide customers with a rough initial orientation. “Do-it-yourself” stands for the typical DIY area (3 000 m²), “Home comforts” introduces the home living range (2 600 m²), and “Green fingers” covers garden products (3 800 m²). Positioned to the left and right of the entrance are a bakery complete with bistro and a play centre offering professional childcare.
The first thing customers see: the store interior from the entrance lobby.
Cubes suspended from the ceiling provide three-dimensional signage to indicate where to find individual product groups, so that customers with specific needs can quickly reach the spot where their products are to be found. Three service centres in the individual shopping worlds are there to provide advice and information. Big ceiling hangers (a screw, a cat, a plant with a Red Cross symbol) indicate key product categories: hardware, pet department, plant care. The store employs a staff of approximately 115.
The gallery is 182 m long, offering a great deal of display space.
Off to the left is the “classic” DIY department, where customer guidance system, product displays and depth of choice are immediately indicative of Knauber’s new profession of belief in the DIY store and its products. As just one example, the plumbing section in “DIY” covers the areas of installation materials, taps and fittings, ceramics, air conditioners/heaters, toilet seats, sinks and heating. It is interconnected with the electrical, paint and construction chemicals sections. By contrast, the bathroom design department in the shopping world located at the heart of the store contains mirrors, makeup and mirrored cabinets, bathroom mats and accessories. This section is in turn connected to the lighting, wallpaper and fabric areas.
Advisory service: the information centre in the “Do-it-yourself” shopping world.
A 182 m long gallery offers around 760 m² of space for displaying shelving, cupboard systems, outdoor lighting, shade products and pet supplies.
The old departments that used to offer cookery products, ambience and silk flowers have been combined to form a new department covering the subject of cookery and creative table settings, and including giftware from these areas as well. The “classic” handicrafts department has been divided up into the spheres of artists’ supplies, handicrafts, writing requisites and toys in order to help customer orientation. The range of creative products is rounded off by photo frames and seasonal goods. The department that previously offered garden hardware has been restructured into three new departments (garden technology, garden furnishings and garden requisites) to better meet customer requirements and improve orientation. All the product categories that touch the subject of garden ponds have been removed from their previous departments and brought together: pond fish, food, technology, accessories, foil and pre-shaped ponds.
Always an attraction: live animals in the pet department.
The outlet includes around 2 200 m of shelving space overall. Nonetheless, the store never appears overloaded. There are no shelving canyons to hike through. And so, while the new guidance system means that the customer with a specific need can quickly find his particular paint among the 70 000 items in the assortment (which now also includes a brand at a starter price, as in other product categories), at the same time customers there for the shopping experience can wander around and constantly gain new and unexpected impressions. In the words of Wilfried Bonin, Knauber leisure director, “Knauber’s new profession of belief in the DIY store” is accompanied by far-reaching changes. And director Dr Ines Knauber-Daubenbüchel also stresses the fact that, “This is certainly not just a superficial development: it goes far too deep for that. For our intention is to make Knauber’s image even stronger.”
The garden centre’s outdoor yard is entirely roofed over.
All nine Knauber outlets are scheduled to be remodelled and adapted to the new image in the course of this year. The company’s advertising is also to be adjusted to suit the new situation and carried out as an integrated whole. Bonin is convinced that, “This, and our new market image, as well as our new POS design, will very quickly make us more comparable with our competitors in the German DIY retail scene. But that’s actually what we want, because professionalism always results from competition with the other participants in the marketplace.”
