Kunst meets Andreas Rebbelmund
For almost 140 years, the Breuninger brand has stood for high-quality fashion. It can be experienced at Düsseldorf's Kö-Bogen in Germany's second largest flagship store since 2013. Andreas Rebbelmund, its Managing Director, spoke with VIVID publisher Rainer Kunst during a running session about leadership, multi-channel strategies and lessons learned during the Corona period.
Left: Name Rainer Kunst Job Publisher of VIVID - Right: Name Andreas Rebbelmund Job Managing director Flagship store Düsseldorf Company Breuninger
The Corona pandemic has also hit the retail sector hard. By the end of March 2020, Breuninger also had to close its shops for several weeks. How do you personally feel about this extraordinary time?
It is a surreal time, somehow bizarre. But you learn to deal with it very quickly, because everything must go on. And in the Breuninger team, we have done that relatively quickly. Personally, I didn’t expect this situation to be so extensive and didn’t believe how long we would have to deal with it. But as I said, we have learned to deal with it.
Leadership is currently particularly in demand in companies. As a manager, how do you pick up your employees in this respect?
I believe that good communication is the order of the day. Our employees are our most important and valuable asset. This was particularly evident during the lockdown phase, when many people were working from home. We had to react quickly, be agile and come up with new things. For example, we set up a corona hotline for employees, we have WhatsApp groups in our teams to disseminate information quickly. As a good manager, you have to be transparent towards your employees and be close to them, especially now. At Breuninger, we live for positive emotions and maintaining them in this special situation - that’s what I call leadership.
What exactly was it like after the lockdown when you reopened your flagship store?
Day one was, after all, subject to major restrictions: We were only allowed to open 800 square metres of the 15,000 square metres of sales space. Again, agility was required: Which areas exactly are to be opened? How many people are allowed to enter the building? etc. The most important thing in this phase was to show presence and make it clear: “We’re back.”
Breuninger was already well positioned in terms of multi-channel marketing. Did this become noticeable in the pandemic situation?
Absolutely! Our online channels have been a great help to the Breuninger brand and also to the stationary trade in the aftermath, especially during lockdown. Because our customers were also able to engage with the brand in a positive way during this time. We were and are in contact with many customers via Facetime and the Breuninger app. But that shouldn’t hide the fact that the number of visitors to our stores has fallen. It is now increasing slightly again but less than before Corona. Customers are now coming to shop in a much more targeted manner and they stroll less, are less carefree. You can still feel the uncertainty.
What formats and channels do you intend to use to reach your customers in the coming months?
Basically, we work heavily via our Breuninger Card. We continue to have new arrivals and of course we also communicate them. But naturally, we rely strongly on emotions and it is important to think about how to communicate these emotions to the customers despite the situation. Future formats for this simply have to look a bit different, they have to be more complex. For example, we are planning smaller event formats for autumn and winter 2020 to give our customers a bit of normality and security back.
What lessons have you personally learned in the last few months?
We are in this pandemic situation and we have to get used to it and deal with it - that is the greatest lesson for me. It is very helpful that we are a multi-channel company, because it keeps our brand in the limelight, both in terms of business and image. It has also confirmed that communication is the greatest asset we have. Especially the communication with our teams. This also requires stability, that you pass on to your teams. And I have learned that you have to try out new things - become fast, be agile - without knowing whether the new ways will really work.
All of this puts a great deal of pressure on you as a manager. Where do you get the strength and energy for this?
I do a lot of sport, for example. Three times a week I go running – already at 6 am. And I recently started playing golf. That certainly helps me to keep a cool head in the current situation.
Would you like to see the city take certain actions to support trade?
I would like the city to be even more responsive to trade and gastronomy. For example, by allowing to open the one or other Sunday before Christmas for sales. This would also give customers more security because it would equalise the frequency of visits to the city and it would mean more sales for businesses.
What makes Düsseldorf different from other cities you have lived in?
I originally come from the Ruhr area and moved to Düsseldorf for the job eight years ago. I’ve lived in other beautiful cities, but I have to say: I am in no rush to leave Düsseldorf anytime soon. I feel really passionately about Düsseldorf. I like the size and centrality of this city. People are very open and you get to know each other quickly - the mentality of the Rhineland is very similar to that of the Ruhr area, I think. As a family we feel very much at home here. •
Andreas Rebbelmund
• Since 2013: Managing Director Breuninger Flagship Store Düsseldorf; since 2008: working for Breuninger
• 2004 -2008: Purchasing, sales, marketing and personnel manager, Prokura Behrens & Haltermann GmbH & Co.KG, Itzehoe
• 1995-2004: Konen Bekleidungshaus KG, Munich, lastly as purchasing manager (boys- and menswear) and Marketing Manager, previously Coordination Central Purchasing Menswear, Assistant to the Purchasing and Sales Management
• Before 1995: Sales – sales represen-tative; Sales – office service for the Bäumler Group
• Personal passions: Diving, skiing, running, fitness training, Kite surfing
about BREUNINGER
The fashion and lifestyle company Breuninger was founded in 1881 and is one of the leading multi-channel department stores in Europe today. With an exclusive selection of international designer brands and selected newcomer brands, Breuninger is setting high standards in fashion, accessories and shoes, as well as beauty, sport and home & living. The Breuninger Flagship Store Düsseldorf at the Kö-Bogen has been staging international brands on over 15,000 square metres since 2013. The online shop www.breuninger.com launched in 2008 is one of the most successful in the premium segment.
Words: Tom Corrinth
Pictures: Frank Beer