Zalando Outlet Store | in Kreuzberg

We only learn from experience, so to avoid war-like frenzies like the X-Mas Sales at Markthallen am Gleisdreieck in December 2010, Zalando has thought of a new way to capture the hearts of shoe fetishists across Berlin.

Two years ago, their pop-up store caused hormone surges in shoe-lusting women. Hundreds of shoe addicts stormed into the shop, some armed with ikea bags, others with their husbands and empty strollers (to store shoes). Chaos and anarchy set in after about five minutes.

Things are calmer at Zalando's new outlet store that opened roughly two months ago. Although shoes are on sale for only 30-70 % of their original price, there isn't a trace of the endless lines or crowds of rummagers and pushers that dominated the pop-up nightmare two years back. Instead, a feeling of exclusivity prevails. A pictogram of a crossed-out camera hangs on the entrance door. "We have some very exclusive brands here that don't want pictures taken of their merchandise" explains a saleswoman from behind the register. Before entering the Zalando store, shoppers need to present their ID and a Zalando Outlet Card to get in.

The first shelves are stacked with handbags and shoes sorted by size. The décor is kept low key, in fact, everything is pretty much kept low key, there aren't even cartons for the shoes. But that shouldn't be an issue since all shoes are non-returnable anyway. The selection of styles varies according to size and there is generally only one pair per size of one specific shoe. The first floor is dedicated to men's footwear, clothing and accessories.

Zalando has killed two birds with one stone here: For one thing, the shop is able to get rid of returned shipments while creating an exclusive customer base through their limited entrance card system. Entrance cards are available free of charge online while supplies last. If you end up empty handed, find someone with a card – owners may take up to two people with them.

(ihe)