Reuse With Style Doesn't Have To Be an Economic Break - STILBRUCH a Model for Success

 

STILBRUCH is a second-hand department store and subsidiary of Stadtreinigung Hamburg AöR. One branch is located in the east of Hamburg - in Wandsbek - the second in the west - in Altona. A wide range of second-hand items are presented and sold here every day on a total sales area of almost 3,500m².

 

STILBRUCH was founded with the aim of reusing used items, thereby reducing the amount of waste and at the same time operating sustainably. The company is economically self-supporting and now employs over 65 people. It is important to note that STILBRUCH is a second-hand department store and not a social department store. It therefore does not serve a defined group of people, but is accessible to everyone.

 

 

The lamp man and the book bus

 

To make the idea known, a corporate design was used right from the start. This is how the lamp man was created, giving STILBRUCH a face and a high recognition value.

 

But that was just the beginning.

In 2010, the idea of the book bus was implemented together with the Hamburg-Holstein public transport company. STILBRUCH now equips the bookshelves in 150 buses with donated books. The handover of the 2 millionth book was celebrated on World Book Day on 23.04.2024.

The book bus even wins the HAMMA Award and the PLAKA DIVA.

 

 

Image 3: The lamp man © STILBRUCH	Image 4: Book bus from VHH © STILBRUCH

STILBRUCH has various sources from which it obtains its range.

 

The main source is private deliveries, as everyone has the opportunity to hand in items in good condition to Stilbruch.

 

Other important sources of supply are the twelve recycling centers and the "gentle bulky waste collection”. In Hamburg, it is possible to order a bulky waste collection. The collectors drive to the various households with two vehicles - a furniture van and a compactor - sort the waste directly for reuse and deliver items in good condition to STILBRUCH.

 

Each of the six recycling centers supplies one STILBRUCH branch. At the recycling centers, items are collected in a specially defined area with a clearly visible advertising banner. Citizens have the option of handing in usable items for Stilbruch rather than disposing of them. The employees of the recycling centers are of great importance here, as they make citizens aware of the collection for recycling. Through the constant exchange with STILBRUCH employees, the employees develop a sensitive feeling for the items that can still be reused.

 

 

 

What comes from where?

 

Every day, STILBRUCH alternates between the various recycling centers. This results in around 6-7 trucks of used goods per day. Care is taken to avoid unnecessary journeys and to provide both branches with the same range of goods as far as possible.

In order to keep track of which used goods come from which supplier, a simple and efficient system has been developed by Stadtreinigung Hamburg.

 

Each recycling center receives stickers with an assigned abbreviation. These are affixed to each item by the employees at the recycling centers, so that each item can be assigned to the respective supplier when it is entered into the inventory management system at STILBRUCH. This makes it possible to evaluate the various yards according to quality and quantity. An expense allowance in the form of a revenue share and use of the performance-based payment in the collective agreement encourages the recycling yards to carry out further targeted collections.

 

Image 6: Sticker from the Bahrenfeld recycling center ©ia-GmbH	Image 7: Labeled goods ©ia-GmbH

 

STILBRUCH needs to remain in close contact with the employees at the recycling centers in order to respond as precisely as possible to customer wishes. For example, STILBRUCH repeatedly sends collection requests to the recycling centers. The collectors assess what is worth transporting to STILBRUCH and have to communicate this to the recycling centers with a certain degree of sensitivity.

It is a balancing act, because everything that is not sold becomes waste again, which has to be disposed of for a fee.

 

Presentation vs. effort

 

Here, too, it is important to maintain a balance. Customers should feel comfortable and enjoy browsing through the aisles, but at the same time not tie up too much manpower.

 

For example, a chest of drawers is only wiped over once and the bare essentials repaired before it is neatly presented in the salesroom. The refurbishment and presentation give the items a new value.

 

Image 8: Wandsbek Furniture sales area ©ia-GmbH	Image 9: Wandsbek Books sales area ©ia-GmbH

 

Electronic devices, on the other hand, require a little more attention for legal and safety reasons. For this purpose, highly trained employees are available at each of the certified company's sites to test and repair them. The quantities of reused old appliances must also be reported to the responsible authority and the ear foundation (register of old electrical appliances).

 

The department stores present a wide range of used items. The main focus is on furniture of all kinds, which accounts for 20% of sales. However, smaller, cheaper items such as crockery and clothing are just as popular and account for a similar proportion of sales as furniture.

 

 

Image 10: STILBRUCH: Revenue share of goods sold in 2023 in % and units
© STILBRUCH

 

Perseverance pays off!

 

It was hard work to lead STILBRUCH to its current success. Thanks to Stadtreinigung Hamburg as a shareholder, STILBRUCH had the opportunity to build up and develop over the years.

 

STILBRUCH generates awareness and sales with many small campaigns, e.g. there is a regular antiquarian book sale, for which valuable finds have already been presented.

 

It is a constant balancing act between costs - such as rent, vehicles, salaries, disposal costs - and the benefits of the various campaigns. They are generally well received and clearly perceived.

 

STILBRUCH has been able to cover all costs itself for many years and, with a current turnover of over €3.5 million in 2023, will generate profits.

 

 

Image 11: Sales revenue of STILBRUCH branches in €
© STILBRUCH

 

Tips for successful implementation

 

Don't think small, think big and professional!

 

A store should have at least 1,500 m² of sales space in which a wide range of goods can be professionally offered. From furniture and clothing to small chichi items, everything should be represented in order to appeal to the largest possible target group.

 

The location also plays an important role and should be carefully considered. Points such as accessibility, footfall and accessibility are of great importance.

 

The selection of professional staff, who should above all be passionate and creative, is also important. Trust and reliability should be at the top of the list. This quickly creates a connection to their own work and a high degree of loyalty to the company.

 

In smaller communities, cooperations, for example with the German Red Cross, but also in the cultural or sporting field, can be useful. Mutual support when needed helps everyone and creates a win-win situation.

The motto should be: Everything has a value.

 

Stay courageous and optimistic!

 

 

© WtERT Germany GmbH, 2024 - all rights reserved

Contact

Stadtreinigung Hamburg
Bullerdeich 19
D - 20537 Hamburg

phone:+ 49 040 25 76 0

More case studies:

E[co]work Enabling Safe, Inclusive and Circular Solutions for E-Waste Management in India

Management of Waste from Electrical and Electronic Equipment in Finland

Assisting Eurostat in the production and publication of waste statistics and in the development and application of methods to obtain robust data and information on the environmental impact of waste management.

The Las Vacas River Project by Biosfera Gt in Guatemala

Latvia's deposit return scheme achieves 80% return rate at two-year anniversary

Energy from Waste: Istanbul’s Contribution to Reducing Global CO₂ Emissions

Kolics Converts Waste Textiles into Shoes and Bags, Ghana

The Kompogas®dry fermentation system in Nanjing, China

Starting in Sharjah in the UAE the BEEAH Group Invests in Innovative and Unique Techniques to Harness Clean Energy, Through its Vertical, BEEAH Energy

Île de Propreté in Tabarka