That’s what Copenhagen department store Illum achieved 2013.
Illum was sold to Italian la Rinascente in March by Solstra Capital Partnes. Since then there has been large renovation works going on.
Illum implemented a new strategy already in 2010 and has won back the women. 65 percent of the customers are female. According to Illum, the result won’t be good 2014 either during the renovations, but will improve 2015.