This Thursday, German retailer S.Oliver has opened its first store for accessories only in Frankfurt, Germany. The store on 90sqm is located in the “MyZeil” shopping center on Frankfurt’s most popular shopping street, the “Zeil”. It offers customers a range of scarves, leather goods, totes and licensed jewellery. It is decorated with individual vintage furniture, such as a banquette made out of leather, or little wooden tables where the products are presented. Dfrost, an agency for visual marketing from Stuttgart, was in charge of the store concept. The feminine atmosphere in the store is created by graphics on the wall and furniture showing the regional fauna like squirrels and owls.

“In the last years, we have expanded our products to a wide range. Now it is the time to create a place for the accessories segment. The products are presented very well in a boutique-like atmosphere,” says Thorsten Grönlund, General Manager of Product & Marketing at S.Oliver. The next store for accessories is planned in Würzburg, Germany, for spring of 2011.

S.Oliver has 183 self-operated stores of which 156 offer an area for accessories and licensed products such as sunglasses, perfumes, jewellery and umbrellas. With the new concept, the product range of accessories now has its own space serving a wide target group.