Germany’s Globus Announces New Brand Management Partner

By Dayeeta Das
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Germany’s Globus Announces New Brand Management Partner

German retailer Globus has announced that it will collaborate with Vorn Strategy Consulting for brand management services and a long-term transformation project.

The partnership, effective 1 August, will see the consultant manage the internal and external brand orientation of Globus and develop its ​​e-commerce, customer loyalty and customer services strategy.

The retailer opted to team up with Vorn Strategy Consulting, a subsidiary of the Hirschen Group, after a three-stage pitch from eight agencies.

‘The Ideal Partner’

Commenting on the partnership, Jochen Baab, spokesman for the management of Globus, said, “After the pitch, Vorn Strategy Consulting and the Hirschen Group are the ideal partner for us in the future to promote brand management together with Globus. We are very much looking forward to the cooperation and constructive development in the future.”

Vorn Strategy will be embedded in Globus as a pop-up consultation agency, Globus said in its statement.


Sandra Leiendecker will oversee strategic brand management at Globus hypermarket in addition to her role as product manager for private-label brands.

Leiendecker will be responsible for managing the agency and report to Jochen Baab, spokesman for the management of Globus hypermarket.

In the area of ​​own brands, she will continue to report to Petra Schäfer, manager of purchasing, product, marketing, assortment laboratory, data quality and processes at Globus hypermarket, the company added.

'An Innovation Leader'

Theresa Schleicher, managing director of Vorn Strategy Consulting, said, “As a Saarland company, Globus has been an innovation leader for years - both in retail and as a responsible company in the respective regions of the 47 locations. Also, Globus is not afraid to break new ground. We can only hope for such a partnership.”


Globus, a Saarland-based retailer, operates 47 hypermarkets and employs around 19,000 employees.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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