Desigual has been awarded the Store of the Year 2010 award by the German Retail Association, HDE (Handelsverband Deutschland), in the flagship fashion category, for the company’s Berlin store.
The casualwear brand opened its flagship store in the German capital last October, which is now the largest of the brand’s stores in Europe. The Desigual store measures some 1,400m2 spread across three floors: accessories and womenswear on the first floor, menswear and childrenswear on the second, and outlet on the third.
The HDE awarded the prize to the Spanish brand for having successfully implemented a harmonious and convincing concept, where the refreshing uniformity of shapes is truly outstanding. The Desigual store is located atTauentzienstrasse no. 14, one of the prime retail avenues of the German capital.
Store of the Year 2010 recognises the best stores in five different categories. It is intended to recognise design innovation in retail establishments and excellent customer service, to thus offer a unique added value. A panel of retail experts judged elements such as lighting and colour schemes of the premises, quality and creativity of design, and success among the public.
In Europe, Germany and France are priorities for the brand, and in fact Desigual will open 30 new stores in the latter country this year. Business in the French market brings some 15% of total volume for the company. This market has doubled its operations compared to last year’s 8%. The strategy in France will be completed with the opening of twenty new establishments, including, in the first half of 2010, a new 2,500 m2 store in Paris’ Opera Square.
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