Develop a new business model from stationary retail to an online-based strategy

Retail, franchise chain in the United Kingdom, private equity portfolio company, with 90 million turnover


  • Changed the central corporate strategy from offline to online

  • Conceived and implemented a digitalisation strategy

  • Developed a programme to close over 100 shops and introduced an online concept tailored to the target market (17-24 year olds)

  • Developed and implemented a comprehensive marketing concept to maintain visibility

  • Introduced a control-based profit centre model for the separate regions

  • Reorganised and expanded the contact centre with over 130 employees


  • One year after the implementation of the digitalisation strategy, the business generated around 65% of its turnover through the new website.
  • Changing the business model reduced fixed costs by more than 3 million.
  • Market share increased by 3%
  • All essential KPIs increased


Nikolai Kesting

Quantenberg 28
40822 Mettmann

+49 (0) 160 / 9622 3352