Muller, a German retail chain, has recently collaborated with Nintendo to bring Nintendo-branded merchandise to customers who shop in their stores. This not only includes the newly released Switch 2, but also the almost decade-old Switch 1 along with accessories, games, and anything Nintendo related you can think of including interactive experiences. The first specialty store opened by Muller and Nintendo can be found in Ulm, and the second location has been announced to be in Mainz. The expanding of locations will allow more people to have access to Nintendo items. Along with the brick and mortar stores, there are plans to launch a Muller Nintendo-branded online shop.
The Muller and Nintendo partnership launch coincided with the release date of the Nintendo Switch 2. Traditional Muller retail locations will continue stocking Nintendo merch in addition to the new console in all 950 stores, which includes their online space. The opening of these Nintendo branded stores in Germany is a first for Europe having a physical store that exclusively sells Nintendo products outside Japan. By collaborating with Nintendo, Muller is strategically shifting towards modern digital lifestyle and gaming products, hereby reflecting the growing gaming market and ever-changing consumer habits. By doing this, Muller positions itself as a leading retailer in the gaming, entertainment, and electronics industries in Europe.
The decision for a Nintendo brand shop in Ulm came about as the entertainment division of Muller is pulling away from traditional audio and digital media to adopt a more modern approach to technology. As gaming has long been a part of the lives of ordinary people, Muller is responding to this through catering to the interests of their customers. The plan is to offer modern store concepts, product groups, and diversity of the brands available to consumers.
