Yesterday Vero Moda celebrated the pre-opening of their flagship store in Stuttgart, Germany, at Königstraße 58. The first 100 customers who arrived at the store with a cloat hook, that was handed out in the city a few days earlier, within a marketing campaign, could chose an outfit for free at the store. With a total of 700sqm it is the biggest Vero Moda store in Europe. Hafid Lamhaouch, Retail Manager, Besteller Germany: “We have waited eight years for a proper place in Stuttgart. The shopfitting of this store is exceptional and hasn’t yet been implemented in any other of our stores.”

The “white shopfitting” concept has been installed on the ground floor. All product packaging and decorations are kept in a clean, white tone. In a smaller area of the first floor customer will find the Noisy May collection. Works by Danish artist René Holm are hung on the walls. On the upper floor the “black shopfitting” concept dominates the area. Yas, the more exclusive and expensive clothing line of Vero Moda, is shown here. Retail prices start from 50 Euro and go up to 250 Euro for a leather blouse. In comparison with the older Vero Moda stores the new shopfitting concept pursues a much cleaner and toned down aesthetic. Unrendered walls, timber elements and a wooden ceiling give the space an industrial charm.

Lamhaouch: “We have brought these two shopfitting concepts of black and white together for the first time. For the future we want to focus more on each brand, meaning that we follow the plan, to present Vero Moda and Jack & Jones in separate stores.”

Two more openings are planned for 2014 in Stuttgart. And Lamhaouch reveals a little secret: “There will be a new younger line for Vero Moda called Vero Moda Blue in 2014."