Modern flagship store in Dortmund

With six large-format stores ranging from 600 to 4,000 m² in size, the Welke Group is one of the leading pet product retailers in Germany. Established in Dortmund in 1908, Welke is a family firm that is now being managed by the fourth generation. Three years ago the company joined the Zoo & Co. franchise system operated by the speciality retail cooperative Sagaflor and converted its stores accordingly.
Just a few kilometres away from its old-established location on Dortmund’s Ostwall, the company has recently opened a new 2,400 m² store in a busy area on Borsigstraße. Apart from its imaginative pet display housing and a pond containing 100,000 litres of water, which shoppers must cross via a bridge to enter the store, the new Zoo & Co. outlet boasts an impressive range of interesting features in terms of product presentation, which often only strike visitors at the second glance. 
Aquarium requisites of the highest quality: Even the presentation of aquatic plants is something out of the ordinary.
But the store’s modern appearance has an immediate visual impact, with glass and steel the principal building materials used. A wide variety of ceiling lighting and lighting at the point of sale bathes the retail area in brightness. Orientation inside the store is aided by a logical 4-colour-coded concept: the shelves and floor are light grey, throwing the price information and promotional posters in Zoo & Co’s vivid red livery into sharp relief. The floor also features a continuous lime-green strip to guide customers through the store. The walls are in a contrasting pale crimson hue, which harmonises well with the other signature colours. Large pictures of animals flag the different product groups.
Modern design: Glass and steel were the principal materials chosen for the construction of the store.
With the exception of the pet food department, all shelf gondolas in the store have a uniform height of 1.60 m. A so-called “brand block“ tower rises from the centre of each shelf section, topped by a company and brand logo, and suppliers can stock this feature as they choose. The products on sale in the pet food department are derived almost exclusively from the premium and super-premium segment. Special attention has been paid here to a clear and well-ordered presentation. The store also aspires to perfection with its animal display housing, built by shopfitters Theiling to designs produced by the Welke Group. In contrast to previous practice in Welke stores…