Esprit has re-opened its 1,700 sqm store on Berlin’s Tauentzienstraße as part of a larger redesign and renovation offensive. After an eight-week renovation phase, the store is now outfitted with Esprit’s Lighthouse concept: a clean, light and open store appearance which puts the product in focus and makes use of light wood and concrete rather than Esprit’s formerly common red design elements and logo. Especially the entrance area of the store has been completely rebuilt, now allowing a free view of the escalators and therefore the three different floors from the shop window. The ground floor houses Esprit’s Casual and Trend womenswear lines as well as accessories, whereas the upper floor showcases Esprit Collection, Edc and Bodywear, whilst the basement contains all menswear.

Singer Anna F. with Arndt Brockmann, Esprit's MD Germany
Singer Anna F. with Arndt Brockmann, Esprit's MD Germany
The reopening was celebrated on Wednesday night (September 3) with a shopping night attended by press representatives, Esprit customers and local celebrities such as actresses Anna Maria Mühe and Jana Pallaske or TV presenter Tanja Bülter. Musical entertainment was rendered by DJ Schowi and Austrian singer/songwriter Anna F. who played a little live gig.

The Lighthouse concept was first introduced in 2011 and finds its most coherent implementation in the three Esprit Lighthouse stores in Cologne, Antwerp and Düsseldorf. The store on Berlin’s Tauentzienstraße now features the more commercial version of the concept. Step by step, all Esprit stores shall receive such a makeover. Markus Hintzen, Esprit’s head of global architecture, said: “It is our aim to refurbish all Esprit stores within the next 3-4 years.” Arndt Brockmann, managing director Germany, kept his statements less concrete: “Refurbishing all stores is connected to massive cost and its extend depends on the pre-conditions of stores. In this location, we had a wooden floor and concrete wall structures which we just had to lay open whereas in other stores you would have to install everything from scratch. We are therefore currently checking where to implement the full concept and where to carry out just a lifting and develop a slow renovation plan.” Two further German stores shall be renovated within the running year.

Denim wall in the Tauentzien store
Denim wall in the Tauentzien store


Esprit currently finds itself in an extensive transformation phase. After turnover losses, the brand closed several hundred less profitable own and franchise stores since 2013. The fashion company also changed its delivery rhythm from monthly deliveries to four main plus two transition collections with one delivery containing four different themes to choose from. The collection itself has become more fashionable. Brockmann: “We have worked a lot on the collection, especially on the details and qualities. Still, our prices have dropped since we have improved our sourcing a lot and today work closer with fewer suppliers.”

Food blogger Ella Woodward is one of Esprit's muses
Food blogger Ella Woodward is one of Esprit's muses
To communicate its new fashion direction, Esprit has kicked off a new marketing campaign under the name “Everyday amazing” which introduces seven non-model women as so-called muses. Amongst these are Malin Elmlid, founder of the Berlin initiative “Bread Exchange”, food blogger Ella Woodward from London, Frankfurt-based photographer Nada Lottermann and Austrian singer Anna F. The campaign is played globally in digital media since September.