There was a time when all stores had to be super. Then came mega. And now: Let’s stop at hypermarket. Thousands of square metres of selling area, uncountable items for sale. Grocery shopping now feels the way a day-long marathon through a shopping centre used to feel like. Shelf after shelf after shelf of always changing new product worlds. Basically, it can’t get any bigger. In fact, it’s not possible – for retailers or for customers. So it’s no surprise that we are gradually moving in the opposite direction. If the only direction has been up, sooner or later it has to go down. In this case, without a negative connotation. Because retailers are – in part – focussing again on their strengths. Less is more. We customers are overwhelmed by too many possibilities and options, and we’re gladly welcoming some direction. Back in the form of small shops, mini-markets. Or concept stores that lead us through a curated lifestyle so that we don’t get lost and just buy anything.