Reformhaus retains an unmatched selection of tea and slippers but is morphing to stay competitive

Wellness, organics and sustainability have become buzzwords in modern consumer marketing, but the mainstreaming of “green” lifestyle is creating some challenges for the German retailers that pioneered these products.

As the country gears up for the holiday shopping season, the Reformhaus cooperative, a long-established promoter of homegrown health and beauty in the retail sphere, is morphing – gently – to stay competitive against incursions from discounters, the bite of inflation and shifting consumer habits.