Tchibo should become younger, more digital and more sustainable

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Hamburg The heart of Tchibo beats on Überseering in City Nord, a Hamburg retort office district from the 1960s. The nested headquarters of the trading company also houses a Tchibo branch. It is well attended that day. Young people with masks, who naturally wear sneakers with jeans and skirts, discuss the optimal presentation of sweaters, cardigans and blouses. Here, young product managers work on presenting “a new world every week”, especially to the generations born before them – that’s the Tchibo motto.

Tchibo has been selling promotional goods for more than 40 years, and coffee for more than 70 years. 80-year-olds sometimes get shiny eyes when they think of Tchibo coffee. Many 70-year-olds like to buy their pans and tablecloths in the 900 Tchibo branches across Europe. The younger ones are increasingly shopping for their yoga mats online at Tchibo.de.