With the integration of the website of the stationary KaDeWe department store into the KaDeWe online shop, KaDeWe combines consolidated content, products, and services on kadewe.de. The new website complies to the ‘mobile first’ principle, which implements the user experience according to the latest standards and in a more clearly presented, contemporary design. By introducing the new product categories Toys, Travel and Home & Living, the KaDeWe online shop is expanding its range with further important products lines.

Furthermore, with the launch of a marketplace, kadewe.de is now digitally replicating the stationary concession model. The beauty brands Diptyque and Byredo, whose make-up line is available throughout Germany exclusively at kadewe.de and at the three department stores - Alsterhaus in Hamburg, KaDeWe in Berlin, and Oberpollinger in Munich – are the first to launch.

Dr. Michael Peterseim, Managing Director, said: ‘Our goal is to offer our customers the same variety and experience digitally as we provide it in our department store KaDeWe, and we are continuously expanding our online product range. With our current innovations, we are reaching important milestones in the dovetailing of our stationary and digital assortment.

 For 2022, we are planning to not only expand the online shop by adding a food range, but also to connect our luxury concession partners and therewith develop into an omnichannel luxury platform’.

In June 2020, the KaDeWe Group launched its online shop at www.kadewe.de about a year earlier than originally announced. At the beginning, the range included the fashion category for women, men, and children with around 250 brands.

In spring 2021, the range was extended to include beauty and has been steadily expanded.