Pabo is opening a new flagship store in the centre of Amsterdam. The store will be unveiled on 25th January and it is the first of the company’s ‘new style’ stores to be opened in The Netherlands. Pabo, which is part of the Beate Uhse group and is perhaps best known for its giant mail order catalogues, has revamped a number of its European stores following a shift in buying patterns. The company says that in recent years its female customer base has been responsible for more and more of its turnover – up from 20% to 70% – and the new female-friendly format features a new look in style, design, layout, product range and logos.
The company said in a statement: “The rebranding of Pabo is all about ‘bringing love back into the bedroom’. Pabo is determined to reach out to the female target group and will do so with an extensive lingerie assortment from house brands like KissMe and Besired [in addition to] offering a collection of toys for women and couples from both own brands and the best international brands.”
The first of the ‘new style’ Pabo stores were opened in Roeselare, Belgium, and Cologne, in Germany, and Pabo says the stores provide a completely new shopping experience where women feel comfortable shopping for erotic toys and lingerie.
“In the last five to ten years there has been a great shift in the erotic market,” the Pabo statement continued. “It is no longer men who shop in erotic shops, it is now women who dominate the market. Nowadays women are responsible for 70% of the turnover. The repositioning of the brand and a metamorphosis of the retail stores, catalogue and online shop were necessary in order to meet the changing demands.”
The new Pabo store can be found at Nieuwendijk 57, Amsterdam, The Netherlands.