Disney opened its first brick and mortar store in Germany three weeks ago. Let’s perform a retail survival check to guesstimate its chances of sustainable success!
Truth be told, it is not actually the first Disney store to ever open its door to magic in Germany. Disney ran four stores in the 90ies which, according to Disney, had to close due to licensing problems. With its new store on one of Germany’s busiest high streets, Disney starts a second attempt to conquer the German market with its merchandising products.