Gelco launches new concept store design in Berlin


German womenswear brand Gelco unveiled its latest store concept at last month’s Panorama show in Berlin. The design features a contemporary and modern handwriting with a light palette of natural and warm shades. Offering a generous point of sale and cosy lounges, the brand says it invites the customer to “come in and stay.”

MD Jürgen Richter hopes that it will open the doors to more retail partnerships. Currently its collection is distributed to over 30 countries worldwide via 20 partner stores, 250 concessions and hundreds of independents. The brand supports its stockists with professional visual merchandising guidelines, concepts and POS as part of its standard service.

Richter comments: “We always identify and meet the needs of our target customer and never lose track. The relaxed and inviting presentation of the brand, conveying a certain attitude towards life, is a crucial aspect in which the company continuously invests. We want the customer to relax and love to spend some time in the Gelco shop.”