The matching assortment of goods is one half for success – but parents, children and all other customers only feel really at home with the perfect ambience in the store. Appealing shop fitting, careful planning and a feeling for comfort and trends increase the quality of living – and thus also the time for shopping – enormously. Luna Journal spoke to experts about the equipment of children’s specialty stores.

In the run-up to its award for the best shop fitting concepts, the retail consulting firm EHI Retail Institute has summarized the trends in international retail design. Wood still is the most popular material in shop fitting and determines the ambience of many shops. Dark wood creates a cosier, warmer and more authentic atmosphere than the clear design language of the Scandinavian style or sharp black and white contrasts. The mix of different materials convinces with a combination of fine contrasts and creative visual merchandising for a customer-oriented design of the sales area.

Visual merchandising enables high flexibility of the surface design and creates a stage-like atmosphere. This is demonstrated, for example, by the Polish bicycle shop Vélo7 which has been nominated for the EuroShop RetailDesign Award – in this case, the staging of wheels and accessories resembles a curated exhibition. In addition, the interior design stands out due to cleverly selected contrasts in material and color. This makes it clear: Due to the growing competition from online retailers, modern shops at the PoS have to create an environment that enchants and entertains their customers. All in all, retail companies in Germany have recently invested around 6.64 billion euros in the construction, technology and appearance of their stores. For 91 percent, the focus was on inventory optimization.


Consider practical aspects when designing children’s specialty stores

But while the nominees for the EuroShop RetailDesign Award can rely on highlights such as white curved seating furniture, delicate decorations or eye-catching reflections when furnishing their shops, children’s specialty stores need to keep their practical aspects in mind as well as their stylish appearance. Because children are special customers.

The interior designer Jutta Scheld has redesigned the children’s fashion store Ravanello in Heinsberg and knows: “There must be enough space in the corridors to take a pram with you and it is helpful if there is a children’s play corner in the shop to keep siblings busy during the time of selection. Otherwise, the coloring can be a little more vibrant and intense than in adult fashion.”

The furnishings come with colorful accents in a gender-neutral green. In addition, customer orientation has been improved: “The owner wanted to make the premises interesting for young people and clear to adults that fashion for teenagers is being offered. That’s why there are the large photo areas above the hanging garments, which show boys and girls of different ages, thus enabling them to find their bearings from a distance when they enter the store,” continues Scheld.

Allow sufficient time for planning

Joiner Oliver Reh, who also designs furniture for children’s specialty stores, recommends rounded edges and curved shapes so that parents with pushchairs can reach every corner, a low height at the counter for children and always a storage area for bags and plenty of lighting. It has been his experience that especially the sales staff can give valuable advice and suggestions for a conversion. In the course of further planning Reh represents the room in 2D or 3D. “Planning always takes longer than implementation,” says the expert. “And that’s a good thing, too, because everything has to be well-considered.”

Scandinavian, simple design continues to be in high demand

Hans Emminghaus also has profound experience in furnishing children’s fashion stores. In addition to numerous other projects, he has already designed around 20 children’s boutiques throughout Germany. His references range from “SKØJ” in the Bavarian Ostheim to “Gute Kinderstube” in Langenfeld in North Rhine-Westphalia and “Kids & more” in Erlangen. Especially the Scandinavian design stands out, the color white plays an important role. Emminghaus confirms that he and his team strive “to live up to the spirit of the times by creating new models”. If he receives an inquiry, he has to consider different customer specifications such as budget constraints, size of the shop, product range, etc. “We always strive to meet these demands and to implement them in the best possible way, in close consultation with our valued customers.” The important thing for him is: “For all our products, we attach great importance to maximum environmental compatibility of all materials. This is especially the case in shop fitting for children’s specialty stores.”

Shop “Gute Kinderstube”


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Image: Kids more