The new markets, called “Tchibo World,” will be up to five times larger than the typical Tchibo shop, marketing executive Stefan Pfander told business weekly WirtschaftsWoche.
The first test market has been opened next to big box supermarkets and home improvement stores in the town of Henstedt-Ulzburg in the northern German state of Schleswig-Holstein. If it's successful, Tchibo plans to take the concept nationwide.
Tchibo is currently undergoing a restructuring which saw profit and turnover fall in the past year. The retailer was under pressure after more and more competitors copied its strategy of stocking low-priced products on a weekly-rotating basis.
As part of the restructuring, Tchibo plans to close around 100 shops and 1,000 of its small store-in-store outlets.
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