← Walk with us: Berlin Retail Insight Report
RETAIL WALK
REWE, Germany’s second-largest food retailer with over 3,000 stores nationwide, has opened its first fully plant-based store, located in Friedrichshain, East Berlin. This new concept store is a response to Germany’s rapidly shifting dietary habits, the country is now home to the highest number of vegans in Europe, with only 20% of Germans now consuming meat daily.
The store is located in a high-traffic area with over 90,000 pedestrians passing daily, close to the S-Bhan the product assortment has been consciously selected to maximise passing trade, for example stocking a large selection of ‘on the go’ baked goods. The store’s layout and offerings cater not only to vegans and flexitarians but also to everyday shoppers and those seeking quick, healthy snacks. Upon entry, shoppers are greeted by fresh fruits and vegetables, followed by a salad bar and a vegan sushi counter. The green hue of the store interiors runs from walls to lighting and does give a fresh feeling to the space, subliminally you feel like you are shopping in a different grocery environment, which we liked.
Why it works
The store offers over 7,200 plant-based products, with a focus that encourages customers to explore new options of food and drink. A significant portion of the range is organic, and this specialised approach gives young companies with innovative ideas a rare opportunity to secure a coveted spot on the supermarket shelf—something that can be challenging to achieve in most traditional supermarket environments. The store features three self-checkout counters and Scan&Go technology, eliminating traditional manned checkouts, making it convenient for all shoppers- particularly those running for a train.
avgvst
Russian jewellery brand Avgvst have created a unique concept for their Berlin store, drawing inspiration from the modern trend of ghost kitchens. The store’s design is characterised by the extensive use of stainless steel, creating a sleek, industrial aesthetic that is punctuated by bright yellow accessories. These pops of colour are inspired by Avgvst’s packaging, which is cleverly integrated throughout the displays. Jewellery pieces are showcased on stainless steel surfaces typically used for food preparation, reinforcing the store’s minimalist yet functional design ethos.
Another reason to visit comes in the form of a tattoo parlour situated to the rear of the store. This space serves as a pop-up venue for emerging tattoo artists whose work aligns with Avgvst’s creative vision. These artists offer their own custom designs, as well as designs inspired by the brand’s playful jewellery collections, creating a dynamic fusion between body art and jewellery.
Why it works
Though compact, the store delivers a powerful visual impact, with mirrored walls enhancing the sense of space and reflecting the vibrant colours. Beyond the retail area, a garden at the rear of the store offers a tranquil setting for communal events, including yoga classes, meditation sessions, and pop-up dinners, making the store a hub for creativity and connection.
We are seeing a progressive trend worldwide for memorable moments, fusing jewellery and tattoo parlours, creates a deepened sense of personalisation, also seen in the new Astrid and Miyu flagship store in Carnaby St where shoppers can book body art appointments, along with piercings in the Elements Studio.
