Desigual reopens stores in Austria, Germany
Thomas Meyer’s Desigual is gradually restarting its physical retail activity. After several weeks of forced shop closures in Europe due to the Covid-19 health emergency, the Catalan label is returning to a relative normalcy in two of the countries that have first lifted restrictions: Austria and Germany.
The first store to reopen its doors was the one located at 57-59 Mariahilfer Straße in Vienna, which had been closed since March 16. In the course of this week, Desigual is also planning to reopen 4 of the 44 shops it operates on the German market, located in the cities of Cologne, Dresden, Stuttgart and Braunschweig.
Desigual will reopen in staggered fashion the rest of the shops it operates in Austria and Germany, currently 57 doors in total (13 and 44 respectively). Next week, Desigual will reopen 12 stores in Germany, and will do the same with another 26 in the first fortnight of May. In this way, all of the Catalan label’s stores on the German market will be operational again, except for the two largest, with a retail area of over 800 m2. In Austria, all of Desigual’s shops will be functioning again by May 4.
“This is a first step to allow us to start rethinking how our physical stores will be operating in the coming months, and what kind of shopping experience they will offer, taking into account their coexistence with the e-tail channel, now much more crucial than in the past," said Desigual's CEO Alberto Ojinaga. “With the reopening in Vienna and in Germany, we are opting for reduced in-store inventory and a strengthening of online purchases,” he added.
Safety measures as shopping restarts
For the reopening of these stores, Desigual indicated in a press release that “it has followed the guidelines and recommendations of the Austrian and German governments and of the countries’ health authorities, prioritising the health and safety of employees and customers.” This includes measures to boost the sanitization of the stores’ retail areas and fitting rooms and of the areas reserved to staff. Desigual is also ensuring that sanitizing hand gel is available to customers and employees, as well as masks and gloves for its staff.
At the same time, Desigual will monitor the flow of customers to ensure that a safety distance of a metre and a half between people is maintained inside the stores. Also, access to the fitting rooms will be allowed to only one person at a time. Fitting rooms will be sanitized after each use, and customers will be informed as to when the rooms have last been sanitized.
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