Fri. Jan 28th, 2022
Knowing the German lifestyle miscellaneous goods market" Market characteristics and points for market development

Knowing the German lifestyle miscellaneous goods market” Market characteristics and points for market development. Marks develops its own products in order to deliver “comfort” brought about by “nice” design, function, and quality to people all over the world, with the concept of “nice “in Japan and” comfort “to the world”. We are globally engaged in manufacturing / wholesale business such as sales, and retail business development through directly managed stores and EC stores.

 In 2008, we established a local subsidiary, Marks Europe, in France and started full-scale development of the European market. In 2012, the German sales office was opened in Frankfurt. Then, in December 2016, we opened the first directly managed overseas store, “MARK’STYLE Tokyo Paris Marais Store”.

 From 2018, we will launch a business to support the advancement of Japanese companies aiming to develop the European market by utilizing the know-how cultivated by expanding sales of our own products, a customer network of more than 2,000 companies, and business platforms such as logistic infrastructure covering entire Europe. I did.

Characteristics of the German market

Multipolar decentralized market

The German market is not a centralized type like Japan, France, and the United Kingdom, but a multipolar decentralized type. Germany’s nation-building has inherited the basic concept before World War II even after the war, avoiding overconcentration in megacities such as Tokyo, Paris, and London, and creating middle cities with a population of 1 million or less. It is distributed nationwide according to function and connects each city with an expressway network = autobahn. The plan of two birds with one stone has come to fruition, aiming to foster industries in each region while avoiding the risk of overconcentration.

Chain stores are major players in the market

Unlike the French market, where single-store retailers play a leading role, chain store operations retailers are a major player in Germany. Not only lifestyle goods, but also pet stores, gardening, and interior channels. Major chain department stores such as “KARSTADT” and bookstores “Thalia” are located in almost all major German cities. While there are many middle-zone chains stores with good taste, there are also low-end chain stores that handle poor quality copy products

Characteristics of each major city


The capital and largest city of Germany. The population is about 3.6 million. Since it is the former East Germany region, its purchasing power is inferior to that of the former West Germany region such as Munich, Hamburg, and Frankfurt, but it is said to be the origin of trends, and there are shops, galleries, cafes, and so on. Because there are many foreign residents and tourists, we are flexibly incorporating new things, and Japanese manga, anime, food, etc. are often seen in the city. It can be said that it is a city with a high interest in Japanese products in Germany.


Germany’s second-largest city in the north, boasting a population of about 1.85 million after Berlin. The center of logistics with the largest port in Europe.


The population is about 1.48 million. It is the third-largest city in Germany and its security is stable in Germany. It is the richest capital of Bavaria in Germany and has many high-income earners.


Population over 700,000. It is the financial center of Germany, and at the same time, it is also a trade fair = exhibition town with one of the world’s leading trade fair venues called Messe Frankfurt.

German lifestyle miscellaneous goods market trends

Ecology conscious

Germany leads the world in environmental awareness. More and more consumers are looking for ecologically conscious products. Middle-high to high-end shops targeting middle-class and above income classes are driving the movement. Naturally, they are highly conscious of organic products and have high support for ethical products and brands.

Evaluation of Japanese products is stable

Even in the German market, the brand value of “Made in Japan” is high. In addition to being evaluated in terms of quality, Japanese “cute” designs and traditional Japanese patterns and styles are also evaluated.

Japanese products that are popular in recent years are “tableware” such as plates.

“Japanese tableware” has become popular in the German market in the last 1-2 years. Established in 2010, TOKYO DESIGN STUDIO is a manufacturer from Amsterdam, the Netherlands, which has produced much high-quality tableware inspired by Japanese art and pottery and is widely deployed in Europe. Nowadays, there are many cheap similar products, and the aim is middle to high stores with customers who can understand the difference in quality. Knowing the German lifestyle miscellaneous goods market” Market characteristics and points for market development

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