Mom and Pop Shops Making a Comeback in Germany
Independently-Owned General Stores Get Support from Government
Nov 6, 2009
German news magazine Der Spiegel issued a report on Nov. 3, 2009, showing that independently-owned markets in small German towns and villages are experiencing a renaissance.
Such stores, commonly called "Auntie Emma shops" (Tante-Emma-Laeden) in Germany, are gaining favor over large supermarkets due to their convenience and familiarity with customers. And some are even getting local government funding to open their doors.
Small Shops in Germany Once Threatened
Many thought that Auntie Emma shops would be a thing of the past as grocery store chains opened up in rural towns in Germany, offering deeper discounts and more services than their simple, mom-and-pop counterparts. And, indeed, many small shops have been forced out of business.
Retailers, however, have discovered that trying to do business in tiny locales is often not worth the money. Some 20,000 chain grocery stores in towns of fewer than 5,000 residents have closed in the last decade, according to Der Spiegel. And many supermarkets have decided not to locate in towns of less than 8,000 inhabitants.
Small-Town Residents Annoyed by Lack of Options
This has forced many small-town residents to drive miles away--or to the next town--for groceries and other basics. The most adversely affected have been those relying on public transport as a means to get around.
With some 15 percent (or 12.3 million) of Germans living in rural areas, the lack of convenient shopping options for shopping has affected a large number.
New Initiative to Open General Stores in Northern Germany
Four years ago, the city of Kiel in the northern German state of Schleswig-Holstein launched an initiative to fund the establishment of Auntie Emma shops in the region. In one such town, Guelzow (population 1,300), Kiel offered 800,000 Euro in support funds, and the local community government another 1 million to buy and outfit a building in the center of town for a small general store.
The trend appears to be growing elsewhere in Germany, too, reports Der Spiegel. In the southern states of Baden-Wuerttenberg and Bavaria, around 200 Auntie Emma shops have opened in recent years, all through the initiative of local residents.
Small Stores Changing to Meet Demands of Locals
The growing popularity of independently-owned general stores is due not only to their convenience but also their willingness to meet the needs of their communities. Today's Auntie Emmas offer much more than basic foodstuffs. Many shops also sell stamps, lottery tickets, coffee-to-go, housewares and hardware.
Some partner with local bakers to offer homemade breads or with farmers from the region to offer locally-produced products, such as cheese, honey and sausage. Others will make home deliveries or prepare party platters.
Mom-and-Pop shops sometimes serve as community gathering points too. In Guelzow, for instance, the general store maintains a room that local residents can use for club and student meetings. Plus, in a small village, shops are the best place to hear about what's going on in town.
The resurgence of the general store in rural Germany is proof that bigger is not always better. By offering what people need and catering to the specific needs of each community, Auntie Emma shops are likely to remain a permanent fixture in Germany for years to come.
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