The new accessories department at P&C Stuttgart
The new accessories department at P&C Stuttgart

30 Mar. 2012


Department store Peek & Cloppenburg KG Düsseldorf has recently finished the renovation of its Stuttgart branch. On March 28th more than 1,000 guests, including several TV personalities, were invited for a pre-opening party on the premises of the department store. Over the following three days, the house’s new look and departments are celebrated with special opening offers.

P&C's "Weltstadthaus" in Stuttgart
The rebuilding and extension works were conducted in four stages over the past 18 months alongside the retailer’s normal day-to-day business. The latest renewals took place on the first floor of the store where a refurbished 500 sqm kids department and a newly obtained accessories department were installed.

Extensive construction and an expansion of the ground floor’s brand assortment in September 2010 marked the first step of the renovation.

Six months later, the store opened its so-called Fashionation department, offering high fashion designer brands such as Paul Smith Jeans, Costume National, Sass & Bide, Comme des Garcons and Denham the Jeanmaker. Apart from one other Fashionation edition in the P&C branch in Berlin’s Tauentzienstraße, the Stuttgart-based version is the only one of its kind in Germany. The department stretches over 200 sqm on the second floor (womenswear) and about 160 sqm on the third floor (menswear).

Denim Wall by Review
Denim Wall by Review

In November 2011, the store celebrated its renewed Boutique, the basement’s young fashion section. The department, which houses denim and streetwear brands such as Pepe Jeans, G-Star, Adidas Originals, Diesel and Scotch & Soda in a mix of shop-in-shop solutions and multi-brand areas, was given a new interior redesign and was extended by 700 sqm. Now over 2,600 sqm, it is one of the largest departments of its kind in Germany and accommodates the company’s largest mono-brand space for the formerly P&C-owned label, Review.

Accessories on the first floor
Accessories on the first floor
As a last step, the department store completely restructured its first floor, which was formerly used by external retailers and housed Esprit and Mexx shops. The acquisition of the additional space has given P&C the ability to install a women’s accessories department and to add DKNY, Armani Jeans, Furla, Ralph Lauren and Campomaggi to their selection of accessory brands. Here, the retailer’s main focus is on presenting the merchandise in brand shops.
"For us, it is important to present our accessory brands coherently, especially the rather high fashion ones. This way, our customers can experience the full brand identity and for instance find the matching belt to their bag in the same corner. People appreciate that a lot. But for the rather need-oriented shoppers, we also offer speciality corners, were our clients find things like a black belt by multiple labels", explained Cathrin Classen, Internal Sales Manager of P&C Stuttgart.

The new kids department addresses children from 0 to 15 and features a brand new interior concept developed by Dan Perlman and implemented by store construction company Vizona. Themed “The kids take over,” the new concept shows colourful furniture, wall stickers and playful gadgets like moveable presentation platforms and a music station in three segments titled Babies, Kids and Teens. Other highlights are the living-room-like seating arrangements, separated bathrooms containing spacious baby-changing areas and special junior fitting rooms.

Living-room atmosphere in the kids department
Living-room atmosphere in the kids department

The Peek & Cloppenburg KG Düsseldorf currently runs 71 department stores in Germany, Belgium, The Netherlands and Switzerland. The 12,900 sqm branch in Stuttgart is one of the company’s most important locations, dubbed the "Weltstadthäuser". It was designed by architect Josef P. Kleihues and built in 2002.
Maria Hunstig

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