The branchist Schuh Mücke will modernize its brand appearance on April 26. The company operates as a Muecke in the future, will be a new logo and a new color. The retailer will also be found online at Muecke.com in the future. The visual identity describes Muecke as future -oriented, style -conscious and authentic. The concept in the stores is also to be further developed. Muecke positions itself more in the areas of fashion and lifestyle and wants to create space for encounter, advice and inspiration. “We think inpatient trade new – not louder, but more relevant,” summarizes Managing Director Felix Schmuck. Shoes are supposed to remain core competence, but the proportion of fashion is increasing from 35% to 50%.
In parallel to the relaunch, the shop in Rödental will be reopened on April 26 with an opening party. The modernized business is considered a pilot project for the new orientation. A total of 7,000 square meters of retail space are spread over two houses, the parent company and a new Young fashion business. Muecke has set itself the goal of thinking holistically. Fashion, shoes and accessories should be orchestrated together at an atmospheric manner. In the brand portfolio, premium brands such as Marc Cain, Boss Orange and Mos Mosh are connected with medium-priced brands such as Guess, Bugatti and Lacoste. In the shoe area, Muecke wants to continue to offer everything from children’s shoes to high heels to handmade Italian luxury shoes. The sports shoe and sneaker department was expanded. Felix Schmuck explains: “We want to show how much potential there is in rural areas – as a lively place for lifestyle, fashion, design. And for valuable encounters.” Events and regional collaborations are already being planned: “A lot is conceivable from yoga to pop-up store-a valuable opportunity for us to understand our customers even better and to tie them to Muecke.” A live concert with Max Mutzke was announced for the opening party.
The relaunch is to continue the development with the new stems in Kulmbach last year and the campaign for the 70th anniversary with events and community building.
