Project
Around 160 participants gathered in Hamburg on May 7 and 8, 2026, for the annual conference of the German Shopfitting Association (dLv). The focus was on the future of brick-and-mortar retail, the challenges facing the industry, and the role of shopfitting in creating vibrant city centers.
The current business year is proving difficult. The momentum from 2025 has weakened. The conflict in the Middle East is having noticeable effects: high transport costs, emerging supply bottlenecks, postponed projects, stagnant investments, and uncertain consumers. At the same time, customers are acting more short-term and demanding greater flexibility and speed.
The shopfitting sector is responding. “Waiting is not an option — the future is now,” emphasized dLv President Carsten Schemberg. Norbert Schmees (Norbert Schmees Ladenbau, Lathen) identified digitalization, automation, and deep industry expertise as key success factors. Dr. Adrian Loinger (Egger Holzwerkstoffe, Brilon) added: “You invest in difficult times and reap the rewards in good times.” Claus Saumweber (Bohnacker Ladeneinrichtungen, Blaubeuren) highlighted the importance of strong partner networks. Michael Hüni (Rolf Hüni, Dübendorf, Switzerland), board member of the Swiss Shopfitting Association, reported that the situation in Switzerland is also tense.
Optimism shaped the expert presentations. Jakob Ledermann (Philoneos) made it clear that artificial intelligence will increasingly permeate all areas of life and business — and drew a surprising conclusion: “All the more reason why nostalgia will become an emotional basic need.” Wutao Wen from the Rheingold Institute used the Chinese market as an example to show that purely digitally driven retail has reached a turning point there: people are once again seeking analog experiences, physical stores, and local communities. Professor Sabine Krieg (Düsseldorf University of Applied Sciences) passionately appealed to stop the “cannibalization of city centers.” Shopfitting, she argued, could play a key role in this effort.
DIVERSITY AS A SUCCESS FACTOR
An emotional highlight was the closing keynote by Yared Dibaba. In perfect Low German, he transitioned to his central message: “Create a culture of diversity within your company, prevent discrimination, and enable everyone to realize their full potential. That could be the key to success.”
The event concluded with an excursion through the Überseequartier, including the Westfield Center in Hamburg’s HafenCity, and a visit to Steinway & Sons. Participants once again took the opportunity for intensive professional exchange. The message from Hamburg was clear: despite headwinds, the industry is looking ahead. Internal investments, strong partnerships, and confidence in brick-and-mortar retail are especially important in these times. The next dLv Shopfitting Conference will take place on April 29 and 30, 2027, in Freiburg. A visit to member company Kramer GmbH in Umkirch is planned.
Statistical Data
The latest dLv survey is available on the website:
www.ladenbauverband.de/52/verband/branchendaten/
Images | Download
The images are part of the press release and may be used with the following photo credit: dLv/Tobias Trapp
Download: www.ladenbauverband.owncloud.online/s
PW: dLv_LBTagung_2026
About the German Shopfitting Association
The dLv is the industry association for shopfitters and their partners. Its members include companies that design and manufacture retail interiors or contribute to the creation of stores through a wide range of products and services. Inspiring and innovative stores are created because skilled shopfitters build them and reliable partners support the process.
Press Contact
Angela Krause
Deutscher Ladenbau Verband (dLv) e.V.
Koellikerstr. 13, 97070 Würzburg, Germany
Tel.: 0931 35292-0
info@ladenbauverband.de
www.ladenbauverband.de