• Germany edition
 
Nostalgia stokes demand for East German brands
Photo: DPA

Nostalgia stokes demand for East German brands

Published: 27 Feb 2013 07:04 GMT+01:00
Updated: 27 Feb 2013 07:04 GMT+01:00

Nearly 25 years after the fall of the Berlin Wall, certain aspects of East Germany lives on for many former citizens, in the form of egg-cups, cleaning products and jars of Spreewald gherkins.

The Ostprodukte Versand dispatch centre in Tangermüde, Saxony-Anhalt, stocks German Democratic Republic (GDR) products not just to look at, but also to actively consume or use.

Bright blue and red scarves of the East German Pioneers youth movement wait in cardboard boxes along with ATA scrubbing powder, hen shaped egg-cups and Mekorna baby food, to be shipped off to customers pining for everyday GDR goods.

Owner Torsten Klipp also runs a GDR department store in Tangermüde's historic old city. "The customers also need to be able to see, smell and touch [the products]," he said.

The East German Sandman, a favourite from the children's TV sits in the store display window with his friends. Half of a bright yellow Trabant car has long been a feature of the brick façade.

Every day in the shop, customers can be heard saying "we used to have this," a phenomenon known as "eastern nostalgia," or Ostalgie in German.

"People unconsciously associate something with the products," said Marko Sarstedt, a marketing expert at the Otto-von-Guericke University in Magdeburg.

Finding GDR products attractive is an automatic response rooted in childhood experiences, he said. "The most important influences are completed by the age of seven," he added. The brands that stood on supermarket shelves back then are seen as somehow trustworthy.

"Anyone who buys these products is also rebelling a little against the rest of the brands on the supermarket shelves, to which a bland flavour of homogeneity clings," said Sarstedt.

Majority of GDR goods were discontinued not long after the fall of the Berlin wall, outstripped by a new flood of hip and colourful bands of the West. Yet a few of years after German reunification, customers began to hanker after the old products of the East.

"I always wanted to offer as wide a range of products as possible," says Klipp. The online shop now offers 1,000 products and has 100,000 buyers in the customer database, with every tenth order placed outside the country.

As for the rest of the clientele, orders from the former East and former West Germany tend to balance each other out, said Klipp. He often ships entire product lines to major supermarket chains or other distributors.

Klipp does not rely solely on fast-selling products like Nudossi spread, Halloren-chocolates and Spreewald-gherkins.

He has redeveloped private brands and had them protected under EU product laws. "It's all about developing a trend further and being attractive to younger people," he said.

That is why, for example, Klipp has updated the famous blue, yellow and white hen-shaped egg-cups for modern times, now exclusively offering them in the black, red and gold of the German flag. And it all seems to be paying off.

Klipp said business had been up every year since he opened in a room in his flat in 2003. Last year, revenues were up 11 percent to a total of €1.2 million and he employed 12 people.

He now lives in a former brewery, which also houses his office and warehouse, complete with a bust of Lenin in the hallway to greet visitors as they enter.

DPA/The Local/mb

The Local (news@thelocal.de)

Don't miss...X
Left Right

Your comments about this article

10:19 February 27, 2013 by johncoates
I miss two beer styles that died after the wall, Berliner Weiss and the Baltic Porter. The free market killed them :( But they are making a comeback.
11:12 March 2, 2013 by Roberto Gold
Comment removed by The Local for breach of our terms.
Today's headlines
Glass memorial honours Nazi disabled victims
Floral tributes were laid on Tuesday at the new Holocaust memorial in Berlin. Photo: DPA

Glass memorial honours Nazi disabled victims

A 24-metre blue glass wall in Berlin has been unveiled to commemorate the systematic murder of up to 300,000 mentally ill and disabled people under Adolf Hitler. READ  

Germany to help with Mediterranean refugees
Migrants aboard an Italian navy patrol vessel in April 2014. Photo: DPA

Germany to help with Mediterranean refugees

Interior Minister Thomas de Maizière on Tuesday pledged support for his Italian colleague in the struggle to manage refugees trying to reach the European Union via its southern coast. READ  

Ice bucket challenge raises €500,000 in a week
Elephant Nelly takes part in the ice bucket challenge in a Lower Saxony safari park. Photo: DPA

Ice bucket challenge raises €500,000 in a week

The coffers of the German Society for Muscular Disease (DGM) are overflowing with donations thanks to the viral craze for videos of donors dousing themselves with ice-cold water. READ  

Russian-German school opens in teeth of conflict
The GRIAT will open in the Russian city of Kazan. Photo: Shutterstock

Russian-German school opens in teeth of conflict

The German Academic Exchange Service (DAAD) is pressing ahead with its German-Russian Institute of Advanced Technologies (GRIAT) against a backdrop of international tensions over Ukraine. READ  

Schweinsteiger is new Germany captain: Löw
Photo: DPA

Schweinsteiger is new Germany captain: Löw

Bastian Schweinsteiger will replace fellow Bayern Munich player Philipp Lahm as captain of the German national football team, head trainer Joachim Löw said on Tuesday. READ  

Munich minister resigns in 'model car scandal'
Christine Haderthauer at her resignation press conference in Munich on Monday. Photo: DPA

Munich minister resigns in 'model car scandal'

Christine Haderthauer, head of the Bavarian state chancery, resigned “with immediate effect” on Monday evening over the so-called “model car scandal” in which her company sold scale models built by a man convicted of three sexual murders. READ  

Russia 'severed' from Europe: President Gauck
President Gauck stands shoulder to shoulder with President Komorowski of Poland in Gdansk on Monday. Photo: DPA

Russia 'severed' from Europe: President Gauck

Russia has "effectively severed its partnership" with Europe and wants to establish a new order, German President Joachim Gauck said on Monday. READ  

National Uber ban is revenge of the taxis
Taxis are a powerful trade lobby in Germany. Photo: DPA

National Uber ban is revenge of the taxis

The Frankfurt regional court has imposed a temporary nationwide ban on chauffeur car service Uber, saying that it must pay a €250,000 fine if passengers continue to book rides through its app. READ  

Sex party 'desecrates' Bavarian royal spa
The facade of the Bad Reichenhall Royal Spa Hotel.

Sex party 'desecrates' Bavarian royal spa

The Bavarian finance ministry has demanded a report from the company running a publicly-owned spa in the town of Bad Reichenhall after they rented the property out for a fetish party. READ  

Merkel details Iraq arms shipment to MPs
Angela Merkel addressing the Bundestag on Monday as her ministers look on. Photo: DPA

Merkel details Iraq arms shipment to MPs

UPDATE: Chancellor Angela Merkel addressed the Bundestag on Monday to explain her government's decision to send weapons to Iraqi Kurds fighting terrorist group Isis. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Sponsored Article
Bilingual education from nursery to graduation at Phorms
Photo: Shutterstock
Gallery
Ten of the oddest things found by German border control
Photo: Gerkan, Marg and Partners/Tegel Projekt GmbH/J. Mayer
Berlin
How will Berlin look in five years' time?
Photo: DPA
Culture
Sprechen Sie Deutsch? 10 reasons why you should
Photo: DPA
Gallery
The best of Berlin's mayor Klaus Wowereit in 14 pictures
Photo: DPA
Politics
Germany sends burgers and sausages to Kurds
Photo: Matthias Kock
National
Tribes, ties and a movie: A German's Afghan life
Photo: DPA
Gallery
10 things to do before summer in Germany is really over
Photo: DPA
Gallery
The mysteries of Berlin's abandoned theme park
Photo: Europeana.de 1914 - 1918
Gallery
A German soldier's life behind WWI lines
Photo: DPA
Business & Money
JobTalk: All you need to know about working in Germany
National
Share news tips with The Local Germany
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Latest news from The Local in Sweden

More news from Sweden at thelocal.se

3,413
jobs available
Toytown Germany
Germany's English-speaking crowd