Try on in store, order on screen: Change launches 'Bra Bar' at Böckmann
Danish lingerie brand Change is testing a new concept for department stores at Böckmann: in-person fit advice on site, with the full range available digitally.
Graphic: TERRA WORLD NEWS (own graphic based on the sources listed)
Danish lingerie brand Change has opened its first "Bra Bars by Change" at fashion retailer Böckmann, starting in Bramsche and Rheine. The launch took place on 6 October, trade magazine Linie reports. According to SOUS Magazin, the concept was developed specifically for department stores and combines advice at the point of sale with digital access to the range.
The focus is on finding the right size and fit. Customers work through a so-called "tasting menu" of proven styles with sales staff, from minimiser and T-shirt bra to balconette, three-quarter and full-cup models. Once the right size is found, orders are placed directly at the Bra Bar from Change's full range of around 8,000 items.
"Shopping behaviour is changing noticeably," Christian Böckmann says, according to Linie. Four more Bra Bars were due to follow in the opening week; TextilWirtschaft lists Böckmann stores in Recke, Rhauderfehn, Melle and Bassum alongside Bramsche and Rheine. Four additional locations are planned for February 2027. Linie notes that the concept can save stock and floor space but depends on customers being willing to forgo taking a bra home straight away.