Photos: Remodeled American Apparel store opens in Berlin

 
Jan. 16, 2014

American Apparel has announced the opening of its newly expanded and renovated Berlin store. Located in Mitte, the central borough of Berlin, the store was originally opened in February 2007 as American Apparel's third location in the city. In July 2013 the company took the opportunity to revitalize and improve the location.

"When the building changed owners this year, the new landlords asked if we wanted to expand our space. We saw this as an amazing chance to take the store to an entirely new level — bigger, better-designed and more efficient," said Dov Charney, founder and CEO of American Apparel.

SLIDESHOW: Click here to look inside the new American Apparel store

According to the company, the area of the store has expanded by almost 170 percent, from 145 square meters to almost 390 square meters. In addition to increasing the size of the original downstairs footprint, the company added a second level to its lease, for another 230 square meters. The renovations resulted in the installation of fixtures and stand-out paintwork to give the store's customers a top-to-bottom new experience shopping at the location.

The reopened store is on the Munzstrasse, the top shopping destination for Berliners. The store can be found near other fashion retailers such as Adidas and Acne, but stands apart with its uniquely large size. With almost 400 square meters of sales floor, the store is able to display the company's full range of inventory, including winter garments for men and women as well as its line of clothing for children.

Read more about store layout and design.


Topics: Customer Experience , Merchandising , Point-of-Purchase / POP , Store Design & Layout


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