Customer Journey


Unique experience

Enter fitting room alone or together with friends, your partner or your family.

Browse all store products on touch screen.

Select products and order directly into fitting room.

Take products delivered and try them on.

Stay in room and continue ordering until you find the products that you like.

Multi-channel add-ons

Get smart recommendations and outfit suggestions on touch screen.

If items unavailable in store use touch screen to order from online shop.

Reserve at home, collect in fitting room.

User-centered design

Warm and spacious design of fitting room.

Design experience on touch screen natural and
adapted to store customer needs.

High value for
store customers

Unique overall shopping experience.

No "in and out" of fitting room.

Easy overview of entire store assortment.

Smart integration of online channel as well as methods used by online shops.


Fitting rooms

Layout of entire fitting room area
Interior and exterior design of fitting room
Upon request, providing free access to relevant IP ((PCT/DE2015/100291, EP14176479.5, DE102015106923.7)


Software to enable entire customer experience in and around fitting room
Hardware in fitting room used by customers
Corresponding hardware for store personnel


Customizing fitting room layout to store size and to other retailer needs
Managing interfaces to existing IT infrastructure
Adapting solution to price level of fashion assortment


Berlin Concept Store

Successfully completed

Value proposition for end customers confirmed

Proof of concept provided for retailers

Get in touch to learn more about our findings

About You

(Otto Group)

Phönix Center, Hamburg-Harburg

Store size of 300 m²

Customized solution with outfit shopping module

Blog belle melange

Blog fashiondiiary



Dr. Dorian Freudenreich

Co-Founder and Managing Director

As co-founder and managing director Dorian is in charge of finance and marketing. Additionally he owns the product with regard to store hardware and layout.  More...

Previously, Dorian worked as Management Consultant at McKinsey & Company on topics ranging from short & long term strategy developments for large corporations to project management and hands on-implementations involving re-construction of large real estate objects.


Dorian obtained a Master´s Degree in Biochemistry from the Martin Luther University Halle. Also he earned a PhD from Dresden Technical University and Max Planck Institute. During his career, Dorian has lived and worked in Trier, Leverkusen, Halle, Dresden, Berlin, Namibia and the US.

Dr. Daniel Welberts

Co-Founder and Managing Director

As co-founder and managing director Daniel owns the product as regards technology and software. Also he is in charge of the fashion side of things. More...

Previously, Daniel headed the business development of the online platform Fashion ID of the major European fashion retailer Peek & Cloppenburg. Before that he worked as a management consultant with The Boston Consulting Group and founded the medical e-learning platform


Daniel obtained a Master’s Degree in Business and Engineering from Dresden Technical University. Also he earned a PhD in social entrepreneurship from the Viadrina University of Frankfurt and held a visiting scholar position at Stanford University's Graduate School of Business and its Center for Philanthropy and Civil Society. During his career Daniel has lived and worked in Hamburg, Berlin, Dresden, France and the US.

Michael Neuhaus

Chief Technology Officer

Michael leads the tech development team. Previously, he has led a team of developers at Fashion For Home, a multi-channel shop for design furniture.


Before that he worked in several fields and sectors of web and software development, e.g., working for known brands like Pedigree or Warsteiner at Saint Elmos, or building up a new financial information website leading a team of developers and financial experts. In earlier days, he developed software business solutions for tax accountants and auditors. During his entire career he was responsible for teaching and training apprentices and trainees in the field of software development.