There is literally no way around fish at Phoenixsee. Before customers enter the 250 square metre fruit and vegetable department, their eyes linger on the seafood display. "We modelled the design on an oyster," says akzenta Managing Director André Kolbinger, pointing to the ceiling design, which is reminiscent of mother-of-pearl layers, adding: "And the fish counter is the pearl."
However, the prominently placed seafood selection is just one of the many special features of the right-angled supermarket.

The depth of the range is part of the programme and runs like a common thread through all product groups. "When it comes to cherries, for example, you can get some from Turkey or the Altes Land region," says André Kolbinger, citing another example. „We want to have all customers.“André Kolbinger, akzenta managing director Even if the premium claim is visible at every turn, store manager Anton Altenwerth and his team want to appeal to every budget, because the Dortmund-Hörde catchment area with its 60,000 people includes not only the well-heeled Phoenixsee clientele with the odd professional footballer, but also many normal earners. As a result, REWE store brands, including "ja!", are also prominently placed. Local beers and liqueurs are also a must in the former brewing metropolis.

Fish and delicatessen products in the entrance area as well as meat, sausage and cheese on 25 metres of contact routes in the store set further exclamation marks. The wine and spirits department with adjoining bar is a unique selling point. The retail area merges almost seamlessly with the in-house catering, the "Fuchswinkel" restaurant.

The shop design is rather purist and sober. The goods, skilfully presented in the right light, do not require any elaborate decoration, they speak for themselves.
However, the best presentation and staging is only half the battle if the goods have to explain themselves. The real success factor at akzenta is also the employees. The effort that Kolbinger and his store manager Anton Altenwerth put into recruiting good employees for their team is correspondingly high - an ongoing task that has recently become even more challenging. But in the end, the right mix of generalists and specialists is the key to success. So it seems only logical that top sommeliers advise the discerning clientele in the in-house wine bar, that a professional chef is also at the cooker in the restaurant's professional kitchen and that specialist salespeople behind the counter are on hand to provide answers when barbecue fans ask about the difference between US roast beef at 60 euros a kilo and Irish fillet of beef at 90 euros.

The team scores with great passion and commitment in order to further increase awareness of the brand, which is new to Dortmund. One tool is the regularly organised themed events and gourmet evenings on topics such as wine and cheese. Anyone who wishes can also book the wine bar for a private tasting with at least eight people. The akzenta team will then create a customised tasting according to the customer's wishes.