Horst is a DIY store located in the city of Hamburg, which especially targets young urban consumers who want to renovate or embellish their apartments. The store size is 800 sqm and contains around 16,500 items, including decoration, electricity, and wood. This is significantly less than traditional DIY stores (about 50,000 products.) The reduced sales floor allows Horst to save space for an area where customers can take part in workshops and construction courses.
KEY DATA
- Country: Germany
- Retailer: Germany
- Format: Inner-city DIY store/flagship store
Why is it innovative?
Urbane.
Leveraging the trend of people moving to urban areas, Horst fulfills the needs of today’s customers: While most DIY stores are outside the city center, Horst offers products and services where the customer is. The retailer sees itself as a “good neighbor” and lends cargo bikes to customers to facilitate easy and convenient transportation for them within the city.
Extraordinary Service-orientation.
Services are an important element in Horst’s business model. Customers can join a variety of different 
DIY sessions, borrow tools and gadgets for free, or repair broken items at the store for relatively low prices. Also, items like toilet lids or wood can be personalized with the help of a high-tech printer. The staff is trained to guide inexperienced customers to ensure an enjoyable shopping experience for everybody.
Ebeltoft Group Expert Comment
Horst is an example of how to respond to consumer migration into the cities. The modern DIY store offers services where they are needed, thus perfectly matching the requirements of today’s customers.