New digital strategy
The jobs have to make place for Beate Uhse’s new digital strategy. “We are in the process of changing our strategy, a strategy we implemented 5 years ago. the market has evolved tremendously: we have moved from DVD’s to lingerie, from sex to lingerie, from men to women, from catalog and retail to online sales and marketplaces like Bol.com and Amazon. Those changes have rocked our company to the core”, marketing director Marc Koster said.
He compares the situation to Neckermann, that failed to implement an omnichannel strategy in time, which is why it got into trouble. Koster feels that is why it is necessary to “cut into its own flesh”. Several stores will lose jobs, but the majority of cuts will take place at Beate Uhse’s main office in Walsoorden.
