Merchandising for Jewels by LEONARDO


The challenge

In the field of decoration for the jewellery collection Jewels by LEONARDO, the company sought and increasingly standardised presence in its jewellery areas for more than 150 retail partner-locations. For Christmas season the company needed additional support in selling off the LEONARDO jewellery.


The decorations team supports the brand at more than 150 retail partners nationwide in Germany and visits the locations following a regular visit schedule. The qualitative implementation of the decorations during the change in collections and in the course of the fiscal year as well as restocking inventory and sorting out old stock wares are among the defined standards in the project. Jewellery enthusiasts and brand representatives with solid sales skills round out the picture at the jewellery counters at Christmas. To implement the guidelines for decorations the brand LEONARDO also relied on solutions in the areas:


  • Execution of quality controls based on before and after photos with myImages and continuous quality increase through monthly image assessment reports
  • Tour planning for the various areas
  • Surveys and visit documentation with mySurvey Analyzer
  • Completion of extensive myClassroom online-training programmes
  • Generating management reports

Client: glaskoch B. Koch jr. GmbH + Co. KG

Project: Visual Merchandising, Sales Promotion in Christmas business

Retail Stores: Galeria Kaufhof, Globus, Karstadt

Country: Germany

Period: since 2012

The family-owned company glaskoch B. Koch jr. GmbH + Co. KG was founded in 1859 and is among the leading glass suppliers in Europe. The company sells products in the product ranges Lifestyle, Proline, Jewels, Living under the brand LEONARDO.


  • Optimising the jewellery cabinets for Jewels by LEONARDO
  • Increasing the stock turnover in the jewellery collection
  • Considerable increase in satisfaction among commercial partners
  • Improved product visibility for consumers
  • Increased customer loyalty and higher sell-off