Opinion / Tyler Brûlé
Stronger than they seem
The department store is dead. The department store should be a digital showroom. The department store is no longer relevant to today’s generation. Oh really? Then why is it that a powerful Austrian-Thai duo is buying up some of Europe’s trophy brands and spending heavily to underline that a multistorey structure packed with good cosmetics, homeware, fine wine and tasty bites is more modern than ever? In case you missed it, Austria’s René Benko and Thailand’s Central Group snapped up Swiss department-store brand Globus over the weekend. In doing so, they have created a formidable retail block given their joint German holdings (Berlin’s KaDeWe is the jewel in the crown), their plans for a new flagship property in Vienna and the Thai group’s ownership of Italy’s Rinascente stores.
You might have also heard that print media has had it – yet some of the world’s wealthiest individuals have decided that despite their digital leanings, titles such as The Atlantic, Time and The Washington Post are somehow irresistible. So what’s the link between dusty department stores, fading print titles and high-profile buyers? Monocle reckons it’s all down to the power of three Ps – premium, proximity and patronage. As digital formats struggle to find the right pitch in the world of luxury, department stores and print titles with a winning formula (and there are more than you think) continue to attract desirable brand partners in the form of high-paying premium vendors and advertisers. Proximity is another powerful draw. Whether it’s desirable real estate in the form of a perfectly placed department store or the unique positioning of a newspaper or magazine, proximity to the right audience and like-minded brands makes both more appealing in a world that relies too heavily on programmatic targeting and empty data.
And finally, there’s patronage. Who doesn’t want to be seen to own an elegant retailer that defines the personality of a city, or a magazine that supports a free and critical press? The Globus deal is good for Switzerland and retail in general. Central Group knows how to run a high-end food business better than the former owner, Migros. Mr Benko has shown he’s more than happy to invest in respected architects to execute sensitive facelifts. Could he be in the market for a prestige German-language daily?