It was not until the end of last year that Munich menswear concept store Stereo/Muc ended business operations after five years. Now the owners, Herbert Volkmann, Florian Ranft and Henrik Soller have recently celebrated the reopening of their store in a new location. We asked the three why they decided to open a store again and what they are doing differently now.
Why did you decide to bring Stereo/Muc back to life?
If concept and location fit together perfectly then it's a real hit in Munich. In the old store we presented the entire range of retail products and during the reorientation we decided that we wanted to concentrate on what our absolute strength was: personal advice in stationary retail. The success of the store concept proves us right, otherwise we wouldn't be standing in the new Stereo/Muc now!
What challenges do retailers face today? How do you make stationary retailing more attractive for customers again?
Nowadays you have to be better than the next click. Clothing has become a "Fast Moving Consumer Good" due to the short product cycles. If you, as a retailer, want to take part in the constant change of vertical collections, you can only lose in the end. Therefore, as an independent fashion house, you should concentrate on the core values. A selected range with a unique selling proposition and personal advice that cannot be copied. The shop where you buy must be a statement for you in the end just like the product you buy there.
What distinguishes the new from the old store?
Anyone who knows the old Stereo/Muc and takes a look around the new Stereo/Muc will undoubtedly agree: "We have grown more mature, not least because of the mix of new and vintage interior design. While the old store was rather clean and modern, the new store has become a place for men with style and character - our claim "We are back for dressing characters" fits it perfectly. We deliberately concentrated on the brands that our regular customers already liked to buy in the old Stereo/Muc, because it is precisely for them that our new store should once again be the first address in Munich!
Opening: September 2019
Number of employees: 5
Sales area: 110 sqm