From Lidl world traveller to REWE merchant in Mannheim: Johannes Fieber's retail career is extremely diverse.
Johannes Fieber has been running his store in the Lilienthal-Center for two years, and a second one in Mannheim since last autumn.
Between shelves of wine from Sicily and the Palatinate, a shelf full of squeaky ducks and waving cats, a wool shelf that is so lovingly sorted that it almost looks like a small boutique and a specially developed self-scan checkout, Johannes Fieber welcomes customers to his 5,000 square metre store in Mannheim's Lilienthal-Center. With the Statue of Liberty duck in his hand, he smiles at the camera. A symbol of his journey: from Mainz via Italy, Sweden and the USA back to Germany - and into self-employment as a REWE salesman.
"I've worked in food retail all my life," says Fieber. He made a career at Lidl for over 13 years, most recently as country manager in the USA. Before that, he was COO in Italy and country manager in Sweden. "You somehow have to be in the right place at the right time - and make an effort," he says, soberly describing his path to the top.
His wife played a decisive role in his decision to become self-employed. "She mirrored my behaviour: You always had the most fun when you were in the stores, with the customers and employees. You loved that," says Fieber. This feedback was a kind of wake-up call for him - and a compass for the next stage of his career.
The right prices for goods are important, but not everything, says Johannes Fieber, who attaches great importance to good human relations.
fieber left Germany in 2010. This was followed by positions in Italy and Sweden, then Washington D.C. as head of Lidl USA - until he realised after a sabbatical in Malta that he wanted to try his hand at self-employment. That's when he turned his attention back home. "It quickly became clear to us: if I was going to start my own business, it would probably be in Germany," he recalls. One thing was particularly important to him: a location along the A5 motorway between Frankfurt and Freiburg. "I've always felt comfortable there, I used to live in Mannheim. When I lived in Freiburg, I met my future wife Valeska, and Frankfurt was always close by.
The discussions with REWE convinced him. "That was a good interpersonal basis. I had also had other conversations, but the ones with REWE all felt good." He has now been running the store in the Lilienthal-Center for two years, and since last autumn has also been running a second store in Mannheim.
International lessons learnt
He has learnt something from every country: "Italy gave me a love of food." In Sweden, he appreciated the clarity: "To do things simply, to regulate less, to leave more to social consensus."
And in the USA? "It was a completely different world, and Lidl hasn't been on the market there for long. It's a real challenge every day. In the USA, performance is valued much more highly, the way people treat each other is friendlier - sometimes over the top, but it makes a lot of things easier in everyday life. We try to establish this 'kill it with kindness' in our day-to-day business here too."
„That was a good interpersonal basis. I'd also had other conversations, but the ones with REWE all felt good.“
Atmosphere more important than the cheapest shopping basket
Fieber knows that he has to score points against the discounters with his own resources. "Price is important, but we won't beat Aldi and Lidl when it comes to the cheapest basket or the fastest shopping. I shop with us because it's cleaner, because the selection is bigger - and because the staff are friendly and helpful."
This includes focusing on "positive people" and setting a good example by emphasising respectful interaction at eye level. "We spend too much time here to surround ourselves with people who are bad-tempered or don't pull their weight. That falls directly on our feet."
The Statue of Liberty duck symbolises Johannes Fieber's journey, which took him from Mainz via Italy, Sweden and the USA back to Germany.
Self-scan checkout, squeaky ducks, wool shelf and healthy trends
Fieber is particularly proud of his own innovation: the self-scan checkout with conveyor belt. "I had it built myself. It means you can finally scan and pack your shopping trolley properly."
Then there is the attention to detail in the product range: a large sales shelf with plastic ducks, right next to the waving cats - a real eye-catcher for children and adults alike. Or the wool shelf that his wife initiated: beautifully decorated, colour-coordinated and with an amazingly diverse range. "That's an example of how we as a family bring ideas to the store together," says Fieber.
He is also open to food trends: From "healthy living" to longevity products, he stocks a selection of high-quality, often higher-priced items that specifically appeal to customers who are sporty or place particular emphasis on healthy eating. "This target group in particular is looking for products that you can't find everywhere - and appreciates that we have them in our range."
Family integrated
Unlike in the past, his family is now also part of his everyday working life. His wife works with him and the children help out in the store during the holidays. "It's much more part of our family life now. Before I was an employee, now I'm a salesman - and the family is closer."
Fieber looks to the future. He already runs two stores. "I've learnt to manage several stores and build up structures. There's still more to do," he says. But without rushing. It is more important to him that the energy is right - for him, his family, his team and, of course, his customers.
