Annual Report 2009/10 Excellence in Retailing - Douglas Holding

100 Divisions
AppelrathCüpper · Fashion
AppelrathCüpper in Figures
Net sales in EUR m Stores Employees
2009/10 2008/09 2009/10 2008/09 2009/10 2008/09
124.1 131.0 14 14 751 757
Helpful advice – Johanna Faust from AC Aachen.
Blazer by Marc O’Polo
Shirt by Marc O’Polo
Jacket by Gaastra
Skirt by LTB Jeans
to the fashion company’s new identity: the private label
“AC” offering a comprehensive selection of attractive,
strong brands within a modern shop design. The realignment
program has been implemented consistently
ever since its initiation in 2008.
The highlights of the year included the reopenings
of the remodeled stores in Bonn and Münster during
September 2010. Following comprehensive updating,
these have now been synchronized with the new AC
shop concept. It revolves around merchandise presentation
featuring an array of “mix & match” sales areas
which spotlight the individual brands while offering customers
ample freedom to assemble their own outfits.
AC is synonymous with top brand and fashion competence.
The “Exquisit” segment – now enhanced by
successful labels like Armani, Burberry, Boss and Marc
Cain – is a case in point. Of the trend-oriented fashions,
Marc O’Polo, Maison Scotch, Arqueonautas
and Desigual all proved top sellers. At the same time,
sophisticated premium labels such as Brax, Gerry
Weber and Basler are also being developed. AC’s own
brands such as Rena Marx form a further mainstay
in the range, and their share of total merchandise is
growing steadily. With its new accessories concept, which
incorporates contemporary names such as Liebeskind
and Chi Chi Fan, AppelrathCüpper has established an
up-to-date image in this segment.
In the area of marketing, AppelrathCüpper focuses
on seasonal campaign concepts such as “Russian
Romance” for the Fall/Winter 2010/11 collection and
“Endless Summer” for Spring/Summer 2011. These
themes thread through the entire marketing mix, appearing
as supplements in daily newspapers, online advertising
and multi-page spreads in national fashion magazines
such as “Cosmopolitan,” “InStyle,” “Vogue” and “Joy.”
The campaign visuals also feature in window displays
and store decorations through the company’s visual