#54 From Store to Experience – with Julia Bischof (Le Creuset) & Meike Hartelust (LIGANOVA)
Links: Google - Pocket Cast - Anchor - Spotify - Apple
What if your store didn’t sell anything, but still made people buy?
In this live-recorded episode of The Retail Reality Show, we sat down with Julia Bischof, EMEA Retail Director of Le Creuset, and Meike Hartelust, Managing Director at LIGANOVA Netherlands B.V., during LIGANOVA's 'NEXT is NOW' 30 Years Anniversary Celebrations in Stuttgart to unpack the evolving role of physical retail spaces.
Spoiler:
It’s no longer about transactions.
It’s about transformation.
From Cast Iron to Culture: Le Creuset’s DTC Evolution
EP54 Guest: Julia Bischof
As a premium cookware brand with 100 years of heritage, Le Creuset might seem like the last brand you'd associate with Gen Z. But the company is reimagining the direct-to-consumer journey with community-driven formats that go beyond the traditional store experience.
Le Creuset's Factory-to-Table events are a key example:
part brand showcase, part festival.
Visitors are immersed in the lifestyle of the brand, through entertainment and storytelling. The result?
A retail space that invites exploration, connection, and emotion.
This experiential retail format supports the DTC strategy while still collaborating closely with wholesale partners. Rather than operating in silos, Julia sees physical retail as a testing ground for innovation that can be shared across channels.
Store as a Media Channel: The LIGANOVA Perspective
Meanwhile, Meike Hartelust and her team at LIGANOVA are transforming the store into something else entirely: a media platform.
EP54 Guest: Meike Hartelust
The idea?
Programming the store like a content channel, with rotating themes, curated spaces, and immersive activations that engage all the senses. Whether it’s for a car or a fashion brand, the focus is on building genuine, in-person brand communities.
As Meike puts it, the new retail success model is based on emotional connection, not foot traffic. KPIs are still relevant, but in today’s world, they must coexist with brand experience, dwell time, and long-term loyalty.
Human First, Tech Second
Tech is everywhere in retail.
But as both guests agreed, it's only meaningful when it supports people.
Le Creuset avoids flashy, customer-facing tech. Instead, they equip store staff with CRM tools to offer better advice and service.
At LIGANOVA, AI and AR are used in ways that amplify creativity and personalization, not distract from the brand.
This reflects a broader trend: omnichannel retail strategy is no longer about syncing systems. It's about designing experiences that flow naturally between physical and digital touchpoints.
Experience Is the New KPI
Retail is shifting from product-first to experience-first retail. Stores are no longer locations to simply transact; they are immersive brand spaces that support community-building, loyalty, and content creation.
Whether it's Gen Z discovering cookware, retailers experimenting with pop-ups, or wholesale brands adapting DTC insights, the common thread is clear: the most successful retail strategies today put people, purpose, and presence at the center.
Ready to rethink your own store format?
🎧 Tune in to this episode of The Retail Reality Show on Spotify or Apple Podcasts and hear how Le Creuset and LIGANOVA are leading the way in modern retail transformation.
