More than just a store: How retail design is rethinking the hunting, shooting sports and outdoor industries for retailers.

A cold winter morning. An interested gentleman enters a small adventure and hunting store in a side street. The room is cramped, the lighting is dim, the products seem lovelessly presented. He takes a quick look at the shelves, hesitates - and leaves the store without buying anything. A few kilometers further on, however, the modern Frankonia flagship store in Rottendorf is bustling with activity. Clear paths guide customers through the range, warm lighting accents create an inviting atmosphere, and digital features such as a shooting theater offer an experience that goes far beyond traditional shopping.

 

What distinguishes these two stores? Retail design, the skillful interior design in retail. But what specific measures can retailers implement to make their stores fit for the future? We look at ways in which good store design can change your store - a well-designed store is not just a sales area, but a place that brings people together and inspires them.

 

Retail design in retail: more than just decoration

Retail design refers to the well-thought-out design of retail spaces in which functionality and aesthetics go hand in hand. It is not just about presenting products in an appealing way, but also about creating a unique atmosphere that makes the brand experience tangible for customers.

Challenges for retailers in the hunting and outdoor industry

Specialist retailers are facing a number of particular challenges that are putting their stores under pressure in competition with large online platforms and modern flagship stores. At the same time, it is precisely this situation that offers the opportunity to break new ground and stand out from the crowd through targeted retail design measures. But what specific obstacles need to be overcome?

• Costs: High-quality retail design is often equated with high costs. Many retailers are reluctant to invest in redesigning their sales areas for fear of breaking the budget. However, it doesn't always take large sums of money to achieve noticeable improvements.
• Lack of space: Small stores in particular often struggle with limited space. This raises the question: how can you create a pleasant shopping atmosphere despite the limited space and at the same time present the product range in an appealing way?
• Tradition vs. modernity: Many stores in the hunting and outdoor industry have a long tradition and a loyal customer base that values authenticity and down-to-earth design. At the same time, a new target group is growing up that expects modern designs, digital features and a contemporary shopping experience. The challenge lies in mastering this balancing act: preserving traditional values on the one hand and introducing modern elements to appeal to young adventurers and tech-savvy customers on the other.

We show you how you can overcome these challenges - with practical tips and inspiring examples of best practice.

Young hunting and outdoor retailers have recognized this: Salesrooms today are "meeting places". They are no longer just areas for products, but places where customers feel comfortable and inspired.
In the best case, they awaken the desire to buy - even if the deal is closed later. With this approach, even small budgets can be turned into a big impact.

Retail design for small stores: 7 practical tips for retailers

1. define design goals: Clearly define atmosphere and target group approach

Every store tells a story. The design should aim to reflect the values of the brand and the needs of the target audience. A store that sells hunting equipment could use warm wooden materials, subdued lighting and rustic elements such as hunting trophies to create an atmosphere that radiates tradition and closeness to nature. At the same time, an integrated digital information display can provide information about product benefits to appeal to the younger and more modern target group.

2. optimize customer guidance: Create clear paths and structures

A logical and intuitive store layout guides customers through the range and increases the time they spend in the store. In Frankonia's flagship store in Rottendorf, wide aisles and well-placed signs guide customers from area to area. Products such as hunting weapons or outdoor clothing are presented in separate zones, creating space for advice and privacy. Small stores could achieve similar effects with floor markings or strategic placement of shelves.

3. use lighting in a targeted manner: Using light as a design element

Light is one of the most effective tools in retail design, but is often underestimated. Good lighting draws customers' attention to products and creates a pleasant atmosphere.

Tips:

• Use warm light colors in consultation areas to create an inviting atmosphere and use cold light for product presentations to highlight details.
• Set targeted lighting accents on high-quality or new products.
• Dimmable lighting: Allows you to adjust the atmosphere depending on the time of day or season

5. flexible set-up: making a big impact with small changes

Flexibility is crucial, especially when it comes to seasonal products or changing product ranges. Modular furniture and displays offer an easy way to redesign the store again and again.

Tips:

• Use shelves that can be adjusted in height to adapt them to different product sizes.
• Rely on mobile displays or mobile tables that can be moved as required.
• Supplement the sales area with temporary elements, such as action islands for special occasions.

6. create atmosphere: Setting accents with colors, materials and details

Customers remember the atmosphere of a store. Even small design measures can have a big impact.

Tips:

• Use colors that match the brand identity: Green and brown convey closeness to nature, while blue and white symbolize adventure and vastness.
• Use natural materials such as wood or stone to emphasize authenticity.
• Decorate with themed details such as antlers, hunting trophies or outdoor pictures.

7. integrate digital: Even small stores can be innovative

Technology can enhance the shopping experience and strengthen customer loyalty without incurring high costs. 

Tips:

• QR codes: Place QR codes on products that offer customers additional information or application videos.
• Digital displays: Small screens can show current offers, tutorials or customer reviews.
• Interactive elements: A virtual hunting simulation or a touchscreen that displays outdoor routes could inspire customers.

Frankonia & Co.: Successful models for retail design

1st Frankonia flagship store in Rottendorf

The Frankonia store in Rottendorf is considered a showcase project for successful retail design in the outdoor sector. With around 2,500 square meters, it not only offers space for products, but also a comprehensive customer experience. The store combines modern furnishings with a clear focus on the needs of the target group - a successful example of how store design can become a competitive advantage. Special highlights include

• Shooting theater: The cinema allows customers to test products such as weapons, ammunition and accessories in a realistic environment. This creates a unique, hands-on shopping experience that goes beyond mere product presentation.
• Seminar rooms: Seminar rooms in the store offer courses and workshops that promote customer loyalty and make the store a meeting place for the community.

2nd Target World in Landscheid

As a hunting competence and shooting performance center, it offers a comprehensive 360° range for hunters and sport shooters. What makes Target World so special?

• Holistic experience: The facility combines shooting ranges, a hunting school, a store with its own gunsmith's shop, a lodge for overnight stays and a restaurant. This combination creates a comprehensive customer experience that goes far beyond pure sales.
• Modern architecture: Target World was honored with the German Design Award 2024 in the category "Excellent Architecture/Conceptual Architecture". The jury praised the innovative and pioneering approach to the interior, which impressed with an impressive synthesis of form, function and sustainability.

What are these stores doing right? They consistently focus on a design that puts the customer at the center – be it through interactivity, a well thought-out room layout or cleverly addressing different target groups. The combination of experience, functionality and brand identity makes them pioneers in the industry and shows that successful retail design is far more than just visual embellishment.

Small changes, big impact: retail design as the key to the future

Retail design doesn't have to be expensive or elaborate. With well thought-out measures, retailers can create a shopping experience even in small spaces that inspires customers and invites them to return.

It is far more than just an aesthetic optimization - it is an opportunity to rethink the shopping experience and turn the store into a place of encounter. At a time when online retail with platforms such as Amazon is attracting many customers, retailers can score points through personal experiences and emotional connection. A well-designed store not only offers products, but also inspiration, advice and a sense of community.

Whether through an inviting atmosphere, interactive experiences or simply a personal conversation on site - stores need to be more than just salesrooms. They should be a place where customers like to linger, discover new things and build a connection with brands.

The upcoming presentation by Benedikt Starke offers an excellent introduction to the topic and provides valuable impulses for retailers.