Poco: Prototype with a new concept

Poco wants to go beyond discount with a new concept in Pforzheim (Germany). The furniture discounter has invested 4 million euros to turn its 15-year-old store into a prototype for a new concept. The aim is to attract new target groups through a higher-quality appearance.

"Pforzheim is the first location where we have fully implemented the concept," says Sales Director South Volker Matze. "Our aim is to attract people beyond the discount stores to us through a more appealing appearance." Because especially at the current time, when energy prices, among other things, are rising sharply, higher-income target groups also need to save and are therefore eyeing discounters like Poco.

The new concept essentially includes indoor and outdoor colours, flooring, lighting and product range presentation. In Pforzheim, there is no longer a trace of the gaudy red familiar to Poco. Instead, ruby red is combined with anthracite. The new colours not only decorate the exterior façade of the store, but are also taken up again inside.

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