Post by Carhartt EMEA/PAC

When Workwear Brings New Customer Groups into the Home Improvement Store 
Workwear has long become more than just functional work clothing. More and more DIY enthusiasts, outdoor fans, and younger consumers are choosing products that combine functionality, comfort, and everyday versatility.
This is exactly the trend that Carhartt and hagebau are driving together. Their strategic partnership demonstrates how strong brands can not only attract new customer groups but also revitalize the point of sale. 
A key success factor is creating an engaging in-store Carhartt experience. The hagebaumarkt Eckernförde, operated by Wilhelm Siemsen GmbH & Co. KG, is a great example of what this can look like. What started with a single display bay has grown into two dedicated shop systems, complemented by a fitting room, mannequins, and branded signage. 
"The Carhartt brand truly comes to life when customers can touch the products, try them on, and compare them directly," says Nina Carolin Siemsen. This hands-on experience builds trust from initial interest—and turns attention into confident purchasing decisions. 
For hagebau, the partnership is about much more than expanding the product range. It strengthens the retailer's expertise in workwear, attracts new customer segments, and creates additional reasons for customers to visit the store. 
💬 An important question for the retail industry: How can brands and retailers work together to create experiences that truly resonate with customers? 
#Workwear #Carhartt #hagebau #Retail #PointOfSale #HomeImprovement #RetailInnovation #DIY #CustomerExperience #BrandPartnership #Trades #RetailExperience