It is the sixth new opening of Hartfelder toys in only eight years. The idee+spiel dealers Nils and Julia Hartfelder show how successful offline business is.

As usual, it was close. Until shortly before the reopening of their sixth store, the two owners Nils and Julia Hartfelder themselves lent a hand: “As with every store, we rebuilt almost everything ourselves and worked until the last day.” The result is impressive. The result is impressive. Since late summer, customers have been able to find a wide range of toys on 600 square metres of sales space. The newest branch of Hartfelder Spielzeug is located in the Mercado shopping centre in Hamburg’s Altona district. There are around 60 shops, a market hall, offices and a daycare centre for children. The entrepreneur couple have adapted their assortment to this multifaceted catchment area with a very wide population spread and different incomes. A large variety is offered from the quality toy to the trend article.

Hartfelder Spielzeug relies on creative ideas such as a slide in the store

As idee+spiel dealers, Nils and Julia Hartfelder are very active. In October 2010 they opened their first store in Hamburg Niendorf. This store was 70 square metres in size. In the following year another store followed in the Alstertal shopping centre in Hamburg-Poppenbüttel. The owners also took over areas from competitors and enlarged locations. Creative ideas are implemented in the design. The two floors of the two-storey branch in Hamburg Bramfeld are connected by a unique Olchi tunnel slide. In addition, this location relies on a huge selection of Lego bricks and rare sets with the “brick on brick” concept. Hartfelder Spielzeug now has a total of around 80 employees. It is a real family business. Nils Hartfelder grew up in a toy shop. His parents Angelika and Klaus-Dieter Hartfelder are founding members of idee+spiel. In 1980 they opened their first specialist shop on Bramfelder Domplatz.

Around 80 employees work at Hartfelder Spielzeug

In the meantime, the name “Marken- und Qualitätsspielzeug Hartfelder” has become a household name in Hamburg. It is so well known that the two owners, as in the newly opened branch, are not afraid of direct competition from each other. idee+spiel marketing manager Christine Hauer: “Hartfelders show that toys are not only fun, but that you can also earn money with the right ideas, concepts and assortments”.

 

You might be also interested in:

Plush toy manufacturer Efie has been nominated for the German Sustainability Award 2019

It is impossible to imagine the toy sector without packaging

Lässig: Employee development in the own company

 

Link: The family business Hartfelder Spielzeug has opened its sixth store within eight years

Image: idee+spiel

//KH