The German retailer Schäffer – which recently was named a Global Honoree in the 2026 IHA Global Innovation Awards (gia) – has been delighting customers since 1891 by making enjoyment a pivotal part of the retail experience.
Over the years, the department store’s managers have never wavered in their belief that commerce is far more than consumption – it’s about people. From the store’s inception, the guiding philosophy has been: ‘Feel deeply, consider wisely, act justly,’ and this shines through in every element of the business today.
Founded 135 years ago in the German city of Osnabrück, Schäffer is a family business owned today by Winifred Waldvogel, Vanessa Waldvogel and Tobias Schonebeck. Winifred is Vanessa’s mother, making Vanessa and Tobias the fifth generation of the retailer’s outstanding legacy.
“Customers and visitors to our department store don’t just see the products, they see the people,” says Tobias. “In a good, fair and family-like working environment, enthusiasm develops and radiates. The special strength of our company comes from the fact that 60 employees feel secure and confident to contribute their ideas and to be a part of decision-making, and because the team is in daily contact with our customers, they understand their wishes and needs. This strength that begins with our company motto shapes our actions every day, and in times of e-commerce and digitalization, this approach makes us unique.”
Inspiring, Experiential Retailing To Create Memories
Tobias and his team are always looking beyond the store’s product range for new ideas to delight customers. “It’s primarily about the experience and the overall atmosphere,” Tobias explains. “For instance, we have a beautiful café in our store with a panoramic view of one of Osnabrück’s most beautiful squares. There, our four master pastry chefs meticulously craft wonderful delicacies like macarons and cakes all day long, so the aroma is magical.”
The café even sells or serves honey from beehives located on the store’s roof. This is one of many sustainable initiatives, and customers can attend beekeeping events such as honey harvesting, candle making and beehive painting.
A newly renovated cooking school space expanded the café, so Schäffer now has a room that can reserved for meetings, small conferences or celebrations. This brings additional opportunities for community members to interact with the store throughout the day.
They also host regular evening events in the store’s cooking school, where guests can learn how to use products, taste wines and enjoy canapes. At its ‘Night at the Department Store’ series, retail becomes an event by combining high-quality products with memorable experiences. Another popular event is Schäffer’s Wonderland, where the store becomes a Christmas Wonderland from November until January. These immersive, exciting events are promoted and shared on social media via bold, often humorous videos where staff and influencers talk directly to the customer.
Schäffer is increasingly distinguishing its offerings through these experiences and their welcoming spaces. “Products are far too interchangeable, and emotions and stories are what truly matter,” says Tobias.
Connecting and Feeling Deeply
The gia judges were wowed by the exceptional customer service and engagement. And it’s been this way since the beginning.
More than 70 years ago, a little girl saw a special doll with red leather shoes in one of the store’s windows, and so she ran up to the toy department to ask the price of the shoes. She happened to ask third-generation owner, Thekla Schäffer, who knew that the shoes couldn’t be sold on their own, as they belonged to the limited-edition doll.
However, guided by the company motto, ‘Feel deeply, consider wisely, act justly,’ Thekla removed the shoes from the doll and gave them to the little girl, who treasured them like a precious heirloom. Recently that girl, now over 80 years old, returned the doll’s shoes to the store. She had enjoyed them all her life and wanted them to be part of the store’s archives.
“This is one of so many beautiful stories that revolves around people, and that’s the wonderful thing about this trade – the intense contact with people,” says Tobias. “The retail industry needs people who enjoy interacting with others. Product knowledge and IT skills can be learned, but enthusiasm and a willingness to embrace others are essential to us.”
The Schäffer team has even managed to turn a disaster into a memorable experience.
“During the Christmas season, we prepared popcorn for children, and it was so popular that we had to produce more, and quickly,” Tobias explains. “With such large quantities being made, steam escaped from the popcorn machine in the middle of the store, triggering a fire alarm system. In the middle of the Christmas rush, the entire store had to be evacuated, and it was suddenly completely empty – something we’d never experienced in 135 years.”
But the fire department who arrived on the scene quickly made sure everyone was safe, and Schäffer employees returned the favor by inviting them to stay and enjoy some popcorn with the children and their families. “For the children, it was an exciting experience, as later they were allowed to sit in the fire truck and have their photo taken with a real firefighter,” says Tobias. “Admittedly, we had envisioned things a little differently, but the fire department’s intervention became a very special experience.”
“These are some of many examples illustrating the fact that people don’t just have consumer needs; they also thrive on interaction with others,” says Tobias. “Social interaction will become an increasingly important part of our concepts. We’ll develop modern and innovative processes, but we’ll also continue to inspire customers with individuality and warmth. People talk about positive experiences, spread the word and return with joy. City centers are increasingly becoming leisure and experience spaces, and we must contribute to that movement.”
Five Generations of Inspiration
It’s important to Tobias that there’s always something new to discover at Schäffer. For that reason, staff members are constantly on the look-out for new trends, cool brands and exciting products. “Everyone on the team contributes to this, gathering ideas from trade fairs and holidays,” Tobias says. “If someone on the team loves an item, it’s usually the right decision to stock it, and everyone enjoys making a sale.”
The store is spread across 3,000 m2, and online, there’s more than 50,000 items, each with its own associated content. “To do this, we use automated processes and a great deal of AI, because otherwise it simply wouldn’t be economically viable,” Tobias explains. “Today it’s crucial not to separate brick-and-mortar and digital channels, but to be active at a high level across all sales channels. That’s why we’ve implemented our own app and self-checkout systems. We, too, must maintain the level of the major market players to meet customer expectations.”
Schäffer already has a truly remarkable story – one that has involved five generations. But after becoming a gia Global Honoree, it will be exciting to see what happens next.
“We are incredibly grateful for this legacy and feel a great responsibility to be part of this story and to shape the future,” Tobias says. “The world is changing rapidly, and consumer behavior is undergoing significant transformations, so now it’s crucial to take the right steps forward. One thing is for sure – we’ll always keep our corporate philosophy at the forefront and keep people first. This has always been a guarantee of our success.”
To learn more about Schäffer, visit schaeffer24.de.
Sponsored and organized by The Inspired Home Show and the International Housewares Association (IHA), IHA Global Innovation Awards (gia) is the world’s leading awards program honoring overall excellence, business innovation and creative merchandising in home goods retailing. For more information about the gia retail program, the co-sponsors or participating in 2025-2026, contact Piritta Törrö at [email protected]. Additional information on gia is also available online at TheInspiredHomeShow.com/Awards/gia-Retailing.
For more information about The Inspired Home Show and to pre-register for the 2027 Show, taking place in Chicago on 9-11 March 2027, visit TheInspiredHomeShow.com.