The off-price retailer TK MAXX was growing its presence in Germany with multiple new store openings. Part of the brand’s strategy to gain awareness and increase footfall was to celebrate each store opening as a big event, amplified via social media. However, regional markets are highly heterogenous so we couldn’t create a one-size-fits-all solution. Or could we?


Our solution was to create flexible TKM opening toolkits to suit different local target groups and allow for a range of budgets and circumstances. The toolkits included various options for each opening event from a glamorous PR event, to creative promotion ideas, to various guerrilla campaigns and other fun ideas. Because they were so flexible, the modular toolkits were perfect for planning at short notice and for ensuring high-quality production.


The opening days have become a major thing for bargain hunters. They have led to record sales on the day of store openings and above-average sales in the days and weeks afterwards. Having been a big success, more similar store openings were in the pipeline.