Retail & Community: How retail brands integrate customer proximity into their success concept

• Brandstores as a space for exchange and discussion
• Pop-up tour as a community game changer for D2C
• Weekly sports events create community
• Brand community at headquarters
• 5 takeaways: How sports brands strengthen their retail community

The demands placed on bricks-and-mortar retail spaces are changing rapidly - not only as a result of online retail, but above all due to changing consumer attitudes and expectations. At the same time, communities are more popular than ever before - active customer loyalty and point-of-sale concepts that move away from traditional patterns towards the concept of the third place and in-store experiences are paying off. Or do they? We have collected cases and brand voices on successful concepts that use real places to translate digital connections into real experiences.

The first thing that catches the eye in the LaMunt Store Munich is the large oval table in the middle of the room. Behind it is a seating area. The current collection is arranged airily along the walls and does not take up the central space in the store. LaMunt founder Ruth Oberrauch aptly calls the table a "round table", which is intended to provide space for discussion and exchange, and describes the idea for the store as follows: "For us, it's about much more than just opening the first LaMunt store. It is a place where we want to bring our idea to life - tangibly, perceptibly, experientially. This place should first and foremost be a place of encounter. A place of inspiration where the WE comes to fruition."

The Oberalp Group's premium mountain sports brand LaMunt opened its very first stationary location in Munich at the beginning of April, deliberately not as a traditional store, but as a so-called "Store & Community Place". As a community-driven brand by women for women, this makes perfect sense for Oberrauch. "You could really feel this sense of community at the opening because so many women from our LaMunt crew were there." The brand's crew is a group of women who advise on the development of the pieces and collections and embody the different female perspectives on the mountains that LaMunt stands for.

The store will also become a meeting space - a place where the focus is on brand experience, exchange and time with like-minded people rather than pure transactions. The first event after the opening was a book launch in the new LaMunt store, and photography workshops and urban hikes in conjunction with coaching sessions on the Isar are already planned as further events. The store also offers a meeting space for other communities with a similar mindset. A community event of the women's leadership network Ten-More-In will be held there soon.

Outdoor brand Patagonia also runs a regular program of workshops and free events in the areas of sport and environmental protection in 12 stores across Europe to promote activism, creativity and knowledge. Stores, such as the one opened in Amsterdam in 2024, are designed by Patagonia to provide space for active interaction and workshops.

In doing so, both LaMunt and Patagonia are addressing a growing trend: online communities also want to meet in real life - whether at events, talks or informal get-togethers. Brands that create such spaces not only strengthen their customer loyalty, but also promote organic growth via social media, word of mouth and emotional closeness.

The fact that well-known retail brands from the online sector such as Notebooksbilliger, Made or even Amazon are entering city centers to create an additional offline contact point is nothing new, but not all of them are successful. However, translating digital connections into real experiences is also playing an increasingly important role for D2C-focused brands. And here too, a community focus pays off for the brand:

In addition to permanent stores in Cologne and Munich, D2C sports clothing brand Ryzon also uses a pop-up store concept in various European cities to bring customers closer to the brand while giving them the opportunity to touch and try products. While sales and community have been skillfully combined here, the focus is not only on the product and sales: "The main focus of our community work is 100% on telling new people about Ryzon and turning them into loyal fans of the brand. We want to make our brand approachable and tangible so that more is associated with Ryzon than just the product. We want to create a connection between people and us," says Ryzon Community Manager Tobias Hövener.

Brand fans can come together here for weekly rides and runs, as well as athlete talks, such as with Brand Ambassador Jonas Deichmann, and the Horizon Van Tour, which takes place annually through Germany, reaches many places and new people where there is otherwise no store or community.

"An important point in all our offline touchpoints is a good coffee machine and delicious espresso. Ever since Jan Frodeno roasted his own coffee beans and we started offering them in our stores and at trade shows, you can no longer separate Ryzon and coffee or espresso," says Hövener.

Equally important is a certain consistency in implementation: Ryzon began promoting community work and monthly outings from its first office in Cologne, including 2-5 participants, back in 2017. Just like the organically growing community work, the brand has grown steadily since then - and has remained approachable and tangible thanks to the regular activities. And Ryzon is not alone in this. Norwegian outdoor manufacturer Norrøna also relies on regular events at its flagship store in Oslo, including store events such as film premieres and readings as well as regular outdoor events such as weekly trail running or after-work mountain biking. At the same time, there are also offers in the brand stores in Munich and Zurich.

The community events are one of the steps we are taking to connect with our customers on a deeper level, build trusting relationships, provide more value and open up opportunities for collaboration," says Jørgen Jørgensen, fourth generation CEO and owner of Norrøna. "For 2025, we look forward to hosting attractive events for our customers and sharing unforgettable experiences...

The events here not only serve existing fans of Norrøna, but also help with brand awareness and loyalty beyond the home market of Norway. In Germany, regular trail runs are organized in partnership with Salty Trailrunning, in Switzerland in cooperation with The Alpinists collective, the largest outdoor & photography community in Switzerland.

All in all, the events for Norrøna have contributed to a significant increase in traction in the stores. According to the brand, footfall has increased and more and more customers are joining the existing communities.

As in Oslo at Norrøna House, which as the brand's headquarters offers a space for all outdoor enthusiasts with regular events in various forms, mountain sports brand Dynafit is also activating the brand's new headquarters in Kiefersfelden, the Dynafit Speed Factory, with community runs and cultural events. In addition to the opportunity to build your own skis and community runs for the core target group of trail runners, the location is also available for concerts, which have always held between 100 and 200 people and where a shopping happy hour was organized in the store beforehand. The still relatively new location is to be used even more for events in the future in order to create a stronger connection with the region and also a place for the community. Thanks to fresh brand concepts and events in non-traditional retail spaces, community and community in sport now extend beyond the clubhouse.

Today, building a strong community is crucial for the long-term success of a brand - especially when it comes to creating genuine customer loyalty and a sustainable network. Because: personal exchange is playing an increasingly important role. ISPO 2025 offers you as a retailer the opportunity to actively strengthen these connections. The retail initiative gives you direct contact with the top 500 retailers and exclusive opportunities to gain insights directly from international experts in the industry, make new contacts and expand your network. As a member of the Retail Club, you also benefit from tailor-made advantages such as a free ISPO ticket, fast-track access to the trade show, access to the exclusive Retail Lounge with free catering and the opportunity to take part in targeted matchmaking events. Be there - from 30. NOV. - 02. DEZ. in Munich.