Stockmann believes pet supplies chain Musti & Mirri will serve the Helsinki flagship’s customers better.
That makes it the fifth partner to move in as a large shop-in-department store solution, following Expert, Hamleys, Bonnier and Halti.
”The possibility of expanding cooperation with Hamleys, Musti & Mirri and Halti from Helsinki to Stockmann’s other stores during 2016 is being investigated,” states Stockmann.
The largest pet supplies chain in the Nordic countries, Musti & Mirri, will open inside Stockmann in November next to the existing garden department.
“We want to offer our customers comprehensive shopping facilities. The new shop also offers pet grooming service: A dogroom salon, which does not exist in the Helsinki downtown area and Musti and Mirri storest, and which has never previously been in Stockmann’s service portfolio. In addition our full range will be available,” Musti and Mirri Chain Director John Lamberg commented.
Pet food continues also to be in stock at all Stockmann Delicatessen departments.
Stockmann carries out its strategy of focusing more strongly on fashion, cosmetics, food and home products which accounted for over 85 percent of the department stores’ sales last year. Other categories will be replaced with attractive tenants of products and services to keep and improve the customer experience.
“We want to offer our customers the best mix of brands and choices. A wide selection of fashion, cosmetics, food and home products continues to be Stockmann’s strength. We will keep up-to-date with changing trends and will add new experiences by introducing pop-up stores, seasonally changing brands and events. The on-going Brooklyn campaign is a successful example of this, and we have received a lot of good feedback about the campaign,” says Jouko Pitkänen, Director of Stockmann Retail.
Therefore the responsibility for products and services outside Stockmann’s main product areas will lie mainly with tenants in the future.
In electronics, Stockmann’s partner in Finland is Expert which has opened stores at the Helsinki flagship and the Turku department store. In Tampere, Expert will open in the end of September. In the Baltic countries, the partnership is with Euronics and began with a store opening in Riga on 4 September and in Tallinn on 17 September. The new tenant will expand the offering for customers, since electronics and home appliances have not been sold earlier in the Baltic department stores.
Books continue to be a key part of the product selection, and the Academic Bookstores are to have a new owner, Bonnier Books. Closure of the transaction still requires permission from the Competition Authority in Finland. The goal is that the business transfer to Bonnier will take place at the beginning of October.
The toy store Hamleys will start as a new tenant in the Helsinki flagship in November. Stockmann’s own sports selection is complemented by Halti at the Helsinki flagship. The possibility of expanding cooperation with Hamleys, Musti & Mirri and Halti from Helsinki to Stockmann’s other stores during 2016 is being investigated.
Other new services for customers include a pharmacy opening at the Tampere department store in late September and the Espresso House coffee shop opening at the Helsinki flagship in November.
But there are also investments made in the core businesses.
Stockmann’s fashion selection has been expanded with international brands such as Reiss, Malene Birger, Marimekko Contemporary, Coach, and Tru Trussadi in clothing, Scandale in lingerie, Coach and Rebecca Minkoff in handbags and Af Klingberg and Alexander Wang in shoes. As part of the Brooklyn campaign, Makia Social Club, a pop-up opening today, 16 September, by the clothing brand Makia, is available for customers at Helsinki flagship in September.
Stockmann Delicatessen will focus on service and a high-quality product selection. New concepts have been introduced which aim at offering customers easier everyday cooking and food preparation options. These concepts include the asparagus campaign in May and the ongoing everyday food concept piloted at the Helsinki flagship and the Tapiola store. Food experiences are offered at the Brooklyn Oyster Bar in the Delicatessen department of the flagship and at the World Chaîne Day by the Chaîne de Rotisseurs on 25 September in all department stores.