Why do Germans love shopping at specialty stores?
23 Jan 2020
Why do Germans love shopping at specialty stores?

They may offer little choice in their product ranges, but Germany’s specialist stores remain a fixture in the nation’s shopping habits, occupying the niches that mainstream chains often overlook. Why do these smaller stores continue to attract adoration, and what can big brands learn from them?

Katharina Michalski

Katharina Michalski is a foresight strategist and facilitator with 20 years of experience in futures research and strategy. She is the founder of Culture Dots, a service for cultural immersion, as well as the founder and curator of Foresight Folk, a platform dedicated to more farsighted decision-making. She works with brands and start-ups, helping them navigate rapid change and identify a growth strategy. Throughout her career, she has had the privilege to work or consult for a wide range of multinational brands, including Beiersdorf, Bauer Publishing, Bosch, Siemens, Bayer, Volkswagen, Google, Meta, Hewlett Packard, InterContinental, Marriott, and American Express.

Yvonne Kramer

Yvonne Kramer is the senior communications manager at Urbanara, a Berlin-based brand for natural home accessories. She has worked in the digital marketing sector for the last eight years, five of which were spent in the fashion industry in London.

Sabrina Faramarzi

Sabrina Faramarzi is an international journalist, trend analyst, and data storyteller. Her work explores patterns across sociocultural phenomena through a future-focused lens, with an interest in new media development and storytelling innovations. Faramarzi has worked and written for publications such as The New York Times, The Guardian, Vogue Business, Wired, and VICE, and has helped brands such as Google, Meta, Airbnb, Lush, Tempur, Regus, and GSK to create relevant content for their audiences. She founded Dust in Translation, a boutique creative storytelling agency helping organisations build and produce innovative, data-driven content and communications strategies.