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.

Whoever wants to buy products from Glossier ends up on a waiting list. Number 10,000.

The ideal behind manageable product volumes, the eternal question of actual need, and the new desire for homey businesses not much larger than a lounge, is – there’s no denying – to sell. To sell a lot. (To earn a lot.) Ideally, to become so sought after that I don’t even have to think about what was just described above. In short: To be like Emily Weiss, CEO of Glossier. Founded in 2014, the beauty brand has already achieved cult status. There is only a limited number of any of the products and the waiting lists in some cases have 10,000 names on them. Weiss is especially successful because she positioned her brand very cleverly (“beauty should be fun, easy, imperfect, and personal”) and has constant contact with her customers. She builds relationships – completely without megastores, gigantic marketing campaigns, and huge product volumes. Because there’s one thing you can’t forget: Today, small surfaces are really enough for selling things. 1280 x 1024 pixel.