METRO GROUP - Galeria Kaufhof

Sales Brands

Galeria Kaufhof

Galeria Kaufhof GmbH is the management company of the department stores operated by METRO GROUP. These department stores are mostly located in city centres - above all in prime inner-city locations. cbi:///cms/236498
With its life-style and event-orientated Galeria concept, the company is an innovation leader among German department stores who successfully combines tradition and innovation. Galeria Kaufhof is a synonym for a comprehensive range of premium products, international brands, a matching product presentation and employees who are eager to serve their customers. These are the key success factors of this company whose history began 1879 in Stralsund. cbi:///cms/236499


In figurescbi:///cms/236502

Galeria Kaufhof
Locations 1
Number of countries 1
Sales 2
€3.1 bn
EBIT before special items2
€229 mn
Headcount (full-time equivalents) 2
1 Status 30/06/2014
2 Pro-forma FY 2012/13 cbi:///cms/236504

The companycbi:///cms/236506

In 1879, the young merchant Leonhard Tietz opened a small textile shop in Stralsund, thereby laying the foundation for Kaufhof. On a selling space of 25 square meters, he sold yarns, buttons, cloth and woollens. His business philosophy was based on a simple idea: quality at fixed prices and only against cash. In 1897, he relocated the head office of his company to Cologne. Starting from there, a store chain was created. In 1905, Tietz was the first German department store owner to convert his firm into a stock corporation. After his death in 1914, his eldest son, Alfred Leonhard Tietz, took over. cbi:///cms/236508


From a regional department store to a Germany-wide department store operatorcbi:///cms/236511

In the national socialist era, the Jewish owner family was expropriated and Leonhard Tietz AG converted to "Westdeutsche Kaufhof Aktiengesellschaft". The Tietz family emigrated and was indemnified later. In World War II, 35 of the then existing 40 department stores were destroyed. After the German currency reform and reconstruction phase, the company expanded. With the extension of the store network, the company was transformed from a regional department store chain into a Germany-wide department store operator. In 1953, "Westdeutsche Kaufhof AG" became "Kaufhof AG". In 1989, "Kaufhof Holding AG" was founded as the controlling company; the operating department store business was spun off into "Kaufhof Warenhaus AG". In 1994, Kaufhof acquired the major shareholding in Horten AG. Horten's Galeria concept was modified and, from 1995, implemented in the department stores as the Galeria Kaufhof concept, and developed further. Horten's operating business was merged with Galeria Kaufhof. In 1996, Kaufhof Holding AG was merged to METRO AG und Galeria Kaufhof became a sales brand within the Group. The Galeria department stores very soon became the drivers of the company's business development. Since the late 1990s, Galeria Kaufhof has also been operating the sales format Sportarena. The service company Dinea which operates the restaurants in the department stores was added to the portfolio in 2009. cbi:///cms/236513


The shopping experience in Belgiumcbi:///cms/236516

In April 2001, Kaufhof took over Inno S.A. - the sole department store operator in Belgium. It was founded more than 100 years ago and offers fashion and lifestyle at 15 locations in 12 cities. By 2004, all Inno stores had been successfully converted to "Galeria Inno". Galeria Inno focuses on the assortment categories of ladies' wear and menswear, children's wear, linen goods, accessories and jewellery as well as household goods. The company regularly improved its market share, sales and earnings performance. Its successful market position is based on a continuous assortment optimisation. Galeria Inno has positioned itself as a "House of Brands" with fashionable, ultra-modern national and international labels. cbi:///cms/236518


The business conceptcbi:///cms/236521

Galeria Kaufhof is a modern lifestyle provider under the slogan "Ich freu' mich drauf" (I can't wait). The top-quality, internationally orientated assortments are presented in lavishly furnished, clearly structured product worlds with numerous brand shops. The focus is on trendy fashion and lifestyle recommendations combining different assortments. The emotional appeal and inspiring product presentation stress the value and attractiveness of the goods. Modern lifestyle and fashion trends are staged effectively and highlighted by special events. The overall appearance of Galeria Kaufhof imparts an impression of quality and exceptional ideas. cbi:///cms/236523


Living Galeria conceptcbi:///cms/236526

Brands, quality, attractiveness and innovation as well as a unique ambience and excellent service are the elements that materially contribute to the successful positioning of Galeria Kaufhof. The department store represents a living concept. Geared towards the customer's needs and desires, it is continuously advanced. Galeria Kaufhof is a multiple specialist, competes with specialty stores and vertical shops, and has established itself as a strong and unmistakable brand in inner-city retailing. The strategic repositioning is also reflected in the new Galeria generation that was introduced for the first time in Aachen in 2005 and has since been successively implemented in the company's department stores. Following an extensive conversion, we opened a new flagship store on Berlin's Alexanderplatz and the Galeria outlet in Hamburg's Alstertal shopping mall in 2006. In 2007, the department store in Bonn and that on Ernst-August-Platz in Hanover added the new concept. A new Galeria Kaufhof department store was opened at the Ring Center in Berlin. In 2008, the Frankfurt Hauptwache, Hamburg Mönckebergstraße and Kassel stores presented themselves in new splendour. In 2009, new lifestyle accents were set and department sizes were adjusted to the specific customer requirements at numerous locations. The Galeria Kaufhof Oberhausen CentrO was completely remodelled and extended by 3,800 sqm. With 10,500 sqm, it features Europe's largest department store floor. cbi:///cms/236528


Online wedding table - an innovative platform for the most beautiful day in lifecbi:///cms/236531

To open up new customer groups, Galeria Kaufhof uses new ways to offer its merchandise. With the virtual wedding table, conventional retailing is combined with online retailing. Bridal couples can select the desired gifts at their department store and then present them on a personally designed Internet website provided by Galeria Kaufhof. Relatives and friends choose their presents online and can either pick them up from the Galeria Kaufhof store or have them delivered to their homes or directly to the wedding reception. At the same time, this innovative platform offers the couple and their guests the possibility to communicate with each other. cbi:///cms/236533


Trendsetter in responding to demographic changecbi:///cms/236536

With its commitment in responding to demographic change, Galeria Kaufhof focuses on the demands of customers from all generations. In this context, the company signed the so-called Berlin Declaration in May 2009 and implements the concept of a "Galeria for Generations" in its stores. Wide aisles enable barrier-free shopping; the gentle background noise and the bright light ensure a pleasant atmosphere. The goods presentation is clearly structured and labelled. In addition, numerous seats are provided for the customers to sit down and have a rest. The concept makes shopping more comfortable for all age groups. In workshops about the product assortment, Galeria Kaufhof cooperates with suppliers and experts to develop products that are attractive in design and intuitive in use for all customer groups. cbi:///cms/236538


PAYBACK - an effective tool for fostering customer loyaltycbi:///cms/236541

Kaufhof is forging ahead with the transformation of the successful PAYBACK programme from a bonus system into a comprehensive, integrated customer loyalty programme. The outstanding success of the PAYBACK system is illustrated by the fact that around 9 million customers have a Galeria Kaufhof PAYBACK card, which was introduced in 2000. Besides interesting coupon campaigns and attractive bonuses, cardholders enjoy exclusive benefits, such as topical information about worthwhile sales offers, innovative products and trends from the various product worlds as well as invitations to store events. Top customers receive an exclusive customer magazine. In 2007, Galeria Kaufhof was the first German retail company to receive the coveted industry-wide EDDI award for its outstanding dialogue marketing strategy. cbi:///cms/236543

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