In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Tobias Tanner, Founder of Le Magasin, a co-retail platform revolutionizing how lifestyle and design brands enter physical retail markets. Based in Berlin since 2009, Tanner has built a turnkey solution that makes physical retail accessible and affordable for direct-to-consumer brands while creating curated discovery experiences for consumers. Through partnerships with prestigious destinations like Stockholm’s NK department store and innovative concepts like their “Dry Bar” non-alcoholic spirits program, Le Magasin is redefining retail as experiential marketing rather than mere transaction.

Topics Discussed:

• Building a co-retail platform that serves as marketing infrastructure for brands

• Creating turnkey physical retail solutions for direct-to-consumer brands

• Developing experiential retail concepts that drive community engagement

• Navigating cultural differences in consumer expectations across European and US markets

• Scaling curated retail experiences while maintaining brand selectivity

• Leveraging high-profile retail partnerships for mutual value creation

• Building omnichannel strategies that connect physical and digital experiences

Lessons For Consumer Marketers:

Treat Physical Retail as Marketing Spend, Not Revenue Centers

Le Magasin repositions physical retail from a revenue-focused channel to a marketing investment. Brands pay membership fees rather than traditional retail margins, viewing their physical presence as customer acquisition and brand awareness rather than direct sales. This shifts the success metrics from per-square-foot revenue to marketing KPIs like exposure, market testing, and customer feedback.

Create Shared Infrastructure to Lower Barriers to Physical Retail

By providing staffing, location overhead, and operational infrastructure, Le Magasin removes the traditional barriers that prevent direct-to-consumer brands from testing physical retail. The co-retail model lets brands focus on their products and customer experience while sharing the fixed costs and operational complexity across multiple brands.

Leverage High-Profile Partnerships for Mutual Value Creation

The partnership with NK department store in Stockholm demonstrates how established retailers can benefit from fresh content while emerging brands gain access to prestigious locations and built-in audiences. Le Magasin created a win-win-win scenario: the department store attracted new customers, brands gained premium positioning, and Le Magasin elevated its own brand through association.

Build Experiences Around Emerging Consumer Trends

The “Dry Bar” concept targeting the growing non-alcoholic beverage trend shows how retail can capture cultural movements before they become mainstream. By creating mixology experiences around non-alcoholic spirits, wines, and beers, Le Magasin positioned itself at the intersection of wellness, social experience, and retail discovery.

Maintain Strict Curation to Preserve Brand Integrity

Le Magasin’s selective brand acceptance process ensures that every location maintains a high-quality consumer experience. Rather than maximizing occupancy, they prioritize brand fit and quality, understanding that consumer trust in their curation is their most valuable asset. This selectivity also creates exclusivity that benefits accepted brands.

Design for Cross-Brand Synergies Within Retail Spaces

The co-retail model naturally creates opportunities for brand collaboration and cross-pollination. Le Magasin facilitates connections between brand owners, leading to joint pop-ups, collaboration products, and shared logistics solutions. This community aspect adds value beyond individual brand exposure.

Adapt Brand Positioning for Cultural Context While Maintaining Core Values

Tanner’s experience across Berlin and Stockholm markets shows how the same curated lifestyle approach resonates with different demographics. While Berlin skews younger and more experimental, Stockholm’s older, more conservative audience still responded to quality curation and discovery experiences, proving that strong brand fundamentals can transcend cultural differences.

Build Corporate Partnership Ecosystems Around Retail Experiences

Le Magasin integrates corporate sponsors across multiple categories – from Samsung for technology infrastructure to Piper-Heidsieck for beverage experiences. These partnerships reduce operational costs while creating more comprehensive experiences for consumers, similar to how sporting events layer multiple sponsor integrations.