Anthropologie Opens First Store In Germany - Düsseldorf!
I have such exciting news about ANTHROPOLOGIE, but first, a little background... When I relocated to Germany from the United States in 2009, I knew I'd miss a lot of things about my home country. Things that defined me in many ways, and other things that I just liked that felt energizing and inspiring. Like the American, "Can Do" attitude. The innovation, the gumption, the support systems for entrepreneurs like me, and how easy it is to talk to strangers and to make new friends. I still miss all of these things despite how it's been over 8 years since my relocation.
Of course, other very "American" things have been missed over the years too, like Target and Anthropologie, Paper Source, J. Crew, West Elm and other spots that were once my go-to sources whenever I needed something new or simply, to seek out inspiration. Stores like Anthropologie, for instance, didn't exist in Germany in 2009, so I had to fly to London to visit Anthro for retail therapy, which had the closest locations outside of flying back home to Boston.
Over the years, I've found other amazing sources in Germany for inspiration, but we still really lacked something more - namely, Anthropologie. I haven't seen a concept shop or a store in general that so expertly combines a gorgeous edit of home and fashion combined with imaginative visual displays and styling. That combination, in my opinion, is what makes Anthro so special to me. When I shop there, I'm always guaranteed to walk away looking at the world a little differently. Whether it's fashion or home, I always spot some creative display or a grouping of products that influence me in a positive way.
When I recently spoke to my contact in London and she told me about their first mainland EU store to launch in Düsseldorf on May 25, 2018, I was thrilled. I'd been waiting for this FOR YEARS. She asked if I wanted to attend their pre-opening press event, and naturally, I couldn't refuse. Anthro selected their 10,000 square foot, two-floor location in Düsseldorf because it has a strong creative scene there and is known as the fashion capital of Germany, but they are actively looking for locations in Hamburg, Berlin, and Munich, next. Hamburg is where I frequent since it's so close to where I'm based, so fingers crossed that this is their next location.
NOTE: See the paper flowers above on the wooden wall? This was behind the cash register. Each flower posy was handmade by a different Anthro store and sent to the new Düsseldorf location to celebrate their launch. What a thoughtful idea.
I'm curious to see how Anthro influences the market here. I remember how they had a huge influence on how mainstream Americans saw and experienced fashion, home decor and shopping "experiences" in general. They were always so innovative and knew how to give customers a genuine experience in-store to make taking the time to visit more of an occasion than simply something to check off of your to-do list. Also, they really brought a very European sensibility to America, as they were first very much like visiting a French Brocante - with lots of products looking and feeling very European.
Years later, their offerings are quite global and often hard to pinpoint origin, but the shop retains its ability to influence and inspire customers and I imagine in Germany, if they grow to several locations across the country, the influence will also be felt. I remember after Anthro started popping up around Boston, my friends were talking about it and shopping there because their stores were like no other at that time and had a tremendous energy around them - you felt they supported local artists, handmade craft, authors, even musical artists, and they did and still do in my opinion.
Throughout this post are personal highlights from their press and launch party last Thursday evening from my iPhone. The evening was a-buzz with lively people, gorgeous visual displays, lots of flowers, a live singer/acoustic guitarist, an open bar with delicious cocktails, unlimited canapés for snacking, flower bouquets for all from FLOWERBX (they just launched in Germany, too!), and so much more to enjoy - like simply roaming the huge space to check out everything from dresses to throw pillows.