talking shop
‘Our goal is to always keep moving’
Household goods store S-Kultur of Germany is also home to a cookery school, café/bar and grill academy
incorporates a café bar, a Weber Grill Academy offering BBQ seminars, and a cookery school. The company’s ceo and founder Stefan Denzlinger says: “We wanted to create a comfortable meeting place that customers enjoy coming back to again and again - whether that be for a drink at the café bar, to shop, or to attend one of our courses. Our goal is to always keep moving and to reinvent ourselves. We also strive to remain close to our customers, and to avoid being an impersonal online shop.” Staying true to this ethos, Stefan and managing director Kerstin Schulte-Eckel have made a conscious decision to not have a [transactional] website, and instead use social media to spread word of their brand. “We’ve made Instagram and Facebook our
G
storefronts,” says Kerstin. “What we’ve packed behind glass for centuries is now on social media, and that means we have more space in the store to create more interesting places that lead to more real emotions.” Stefan explains: “We believe that visual merchandising can be done better and faster
July/August 2019
erman retailer S-Kultur opened a flagship household goods store at Gunzenhausen in 2016 which
through Instagram and Facebook. So we present our products along our ‘ribbon’, which meanders through our store like a golden thread, taking the customer on an enthralling journey.” S-Kultur’s ‘ribbon’ is a path where people
can stop for coffee, test out products, shop, socialise, and visit illuminated tables showcasing themed collections such as ‘baking’ or ‘preserving’. Stefan says. “Our goal is to be unique, and we work hard on that every day. We don’t have an online shop because we want to offer experiences. We want our guests to touch, smell, see and taste. That is what we are - the local specialist retailer.”
• The judges said: “S-Kultur see themselves as hosts, inviting visitors to be inspired with all their senses: at the café bar, cookery school and household goods store. BBQ and design enthusiasts, hobby chefs coffee junkies and epicures find everything they’re looking for - from conventional brands to innovative
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craft enterprises. S-Kultur’s goal is to be fair, innovative and sustainable. A homely atmosphere, a well-considered selection of products and properly trained staff turn customers into genuine fans in the region’s go- to destination for indulgence.”
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www.skultur-gunzenhausen.de
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