Decoding German Retail
Jan Lars Wapelhorst - WFR AdvisoryInsider insights for brands entering Germany
The German grocery market is worth over 250 billion euros, controlled by five retail groups, and governed by unwritten rules that most international brands never learn — until it's too late.
Decoding German Retail is hosted by Jan Wapelhorst, former buying director at EDEKA, REWE, and Lidl. After 16 years on the other side of the table, he now helps in... more
| Publishes | Daily | Episodes | 6 | Founded | 10 days ago |
|---|---|---|---|---|---|
| Categories | BusinessMarketing | ||||
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Latest Episodes
Private label in Germany is not a cheap copy. It's a strategic weapon that has fundamentally reshaped the entire market.
In this episode, Jan Wapelhorst explains how German retailers built complete brand worlds under their own control — from entry-... more
You've prepared your product, your pricing, your pitch deck. But have you prepared for the person? In this episode, Jan Wapelhorst reveals how German retail buyers actually operate — from the five buyer archetypes he observed over 16 years, to the co... more
Category Management is the single most powerful force in German retail. It determines what ends up on the shelf, where it sits, and when it disappears. In this episode, Jan Wapelhorst takes you inside the real mechanics — from the gap between the off... more
If you think German retailers make money by buying low and selling high, you're missing 80% of the picture. In this episode, Jan Wapelhorst breaks down the three profit levers that actually drive German retail — base margin, trade spend, and rotation... more
Most international brands fail in Germany before they even pitch to retail. Not because the product is bad — but because they misunderstand the system.
In this first episode, Jan Wapelhorst breaks down why German retail operates on completely differ... more
Most brands fail in German retail before they even enter.
Not because the product is bad, but because they misunderstand the system.
This podcast explains why, from someone who spent 16 years deciding what goes on the shelf.
Hosted by Jan Wapel... more
Key Facts
Chart Rankings
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Apple Podcasts | #235 |  Germany/Business/Marketing |
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Decoding German Retail launched 10 days ago and published 6 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.
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