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Germany’s Biggest Webshop Goes Omni-Channel

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ESSLINGEN, Germany – Internetstores GmbH, subsidiary of Signa Retail Group, has opened its first Fahrrad.de’s brick & mortar store in Stuttgart. Fahrrad.de is Internetstores’ webshop. Two other stores are to follow shortly in Berlin and Düsseldorf. The store openings are part of the earlier announced switch to an omni-channel strategy by Internetstores.

Germany’s Biggest Webshop Goes Omni-Channel
Next to Fahrrad.de’s brick & mortar store in Stuttgart two other stores are to follow shortly in Berlin and Düsseldorf. – Photo Internetstores

The opening of the 1,200m² store in Stuttgart is part of Fahrrad.de’s ambition to extend its business to a “brick & mortar store experience”, said Internetstores Multichannel Director Kai Ehlers. “We take multichannel seriously. Whether online or in brick & mortar retail: our brands are present, everywhere and at any time. Our customers are at the center of all our business, they decide when and where they want to buy our products. With our shops in Stuttgart, Berlin and Düsseldorf, we have developed a new approach to set trends and inspire cycling enthusiasts.”

Target groups

Internetstores, which claims to be the leading bicycle and outdoor online retailer in Europe, offers a wide range in bikes and P&A in its Fahrrad.de’s stores that target “everyday cyclists, touring fans, offroad enthusiasts, junior riders as well as speed junkies.” Both Fahrrad.de’s private labels such as Ortler and Votec but also a wide range of other brands such as Cube, Kalkhoff and S’cool are on board.

After sales service

The centerpiece of the stores are e-bikes. At the Fahrrad.de stores a wide range is offered and the e-bikes can be tested outdoors just like any other bike on offer off and online. The new stores are to underline Fahrrad.de’s after sales services as they have extensive workshops including bike fitting equipment as well as electronics for e-bike servicing. Moreover the stores have terminals providing customers access “To some 35,000 products Fahrrad.de is offering and where they can select the desired complete bike as well as P&A with of course the choice of delivery.” More at www.fahrrad.de/stores-overview.html.

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