Interview: Peek & Cloppenburg-Geschäftsführerin Freienstein: „Wir sehen uns als Gegenpol zu Zara und H&M“

Constanze Freienstein, Geschäftsführerin von Peek & Cloppenburg, believes the company takes a different approach compared to fast-fashion retailers Zara and H&M. She says, "We see ourselves as a counterpoint to Zara and H&M."

Freienstein emphasizes that Peek & Cloppenburg is carefully examining all potential store locations, including the three future mixed-use buildings in Düsseldorf, Frankfurt, and Berlin. She notes, "It remains to be seen what role we will play as retailers in those locations."

Speaking with the Handelsblatt, Freienstein discusses the company's store strategy and introduces its new in-house brand. She adds, "We are convinced of our format and its diversity. Therefore, the most important thing for us is that we are forward-looking and pursue our own strategy, which we have intensively developed over the past months and already successfully implemented."

The report also covers Peek & Cloppenburg's performance during the current crisis. Freienstein reveals, "The number of passers-by in pedestrian zones has declined by seven to eight percent, affecting us as well. However, our sales per purchase for our loyalty card holders have increased by about five percent compared to last year, not due to inflation."

Freienstein discusses Peek & Cloppenburg's vision for the future, stating, "We will act even more consistently as a multimarket retailer with a wide selection. We will differentiate ourselves from the vertically integrated fashion retail that dominates our inner cities and centers, which is becoming a homogenized mess."

The report concludes with Freienstein revealing that her goal is to have over 70% of sales coming from her loyalty program, up from the current 20%. She also mentions that 82 stores are under her management, with 76 in Germany. Freienstein expresses interest in expanding the number of stores in the medium term, provided they are economically viable.