Lost in the Labyrinth - and Depot is looking for the way back.

A stroll through downtown is sobering: “We’re closing!” and “Everything must go!”—that’s the cry everywhere. Then the store stands empty for a while, the facade gets plastered with highly dubious protest slogans, and then the kebab shop moves in. Or the nail salon. Or the cell phone repair shop. And that’s it… Now we’re reading that the lights are finally going out for the home decor chain Depot. Too few customers, too little purchasing power, too much Temu, and too high energy costs—that’s the reasoning. And it’s true: How is a brand like Depot supposed to escape this toxic cocktail?

Still, there is one success story in the home decor market: Søstrene Grene, a Danish family-owned business with the fictional sisters Anna and Clara as brand ambassadors. Admittedly, anyone who believes this story must be a true fan. But Søstrene Grene has done a lot of things differently than Depot and Butlers: the store design follows the labyrinth principle, with those crazy, serpentine one-way aisles that drive the (male) companions of regular customers crazy. The hygge atmosphere with dark wood and classical music. The artificial scarcity, with collections changing weekly in small quantities, which awakens the hunting instinct. And above all, the focus on DIY and creativity, which fits perfectly with all the social media trends surrounding crafts, drawing, and interior design.

Is this the key to lasting success in brick-and-mortar retail? Certainly not. But it does show that, these days, only exceptional experiences can still get customers to step outside their front door—and open their wallets.

This is precisely where the interesting question for Depot lies. Even if the insolvent operator, GDC Deutschland, ceases business operations and all employment contracts and lease agreements are terminated, the brand is expected to continue. Owner Christian Gries plans to transfer Depot to another company, continue with a smaller team, and possibly keep some of the remaining stores open.

For us as brand consultants, this is an important distinction: Insolvency does not automatically mean the end of a brand. Brand awareness, familiarity, and positive memories can be preserved and make a fresh start possible—but they are no substitute for a compelling idea. Depot was not just a name, but also a shopping experience—with seasonal window displays, candles, pillows, and the inspiration to make one’s own home more beautiful. When stores and organizational structures are phased out, this experience must be reimagined. The relaunch must therefore sharpen the brand’s core and translate it into a promise that people today will consciously choose once again.

A credible fresh start requires the courage to shed what’s no longer needed and reinterpret the brand’s distinctive essence in a way that resonates today. After all, a brand endures not because of its registered name, but because of what people associate with it.

Or what do you think?

Here's the link:https://www.handelsblatt.com/unternehmen/handel-konsumgueter/depot-betreiberin-kuendigt-alle-vertraege-marke-soll-bleiben/100250048.html