Hello retailers,

Each time I enter a store, a restaurant or whatever meeting place, I can’t help analyzing them from a professional standpoint. I look at the way the products are showcased and try to figure out what the brand core positioning is. I also look at the store layout, the interior design, the materials and how all of these elements are put together to create a retail experience.



A vast majority of retailers are dealing with fierce omni-channel competition. I truly think that those who are really involved in branding and store concepts are making a difference in the long run.

In this blog, you will find both retail insights that I picked-up on the web and more personal articles, called “embedded experience” (see posts Here), in which I describe my personal journey in a store and the experience I had there.

I hope this blog will provide you with fist pump contents. Don’t hesitate to contact me if you want to share and discuss retail and services issues with me. I would love it.

Thank you for reading my blog.



About me : Passionate about retail and hospitality, Stephane Keulian has worked as Marketing Director for several European retail property companies, a leading French supermarket chain and a global leader in food services. He has built brands and retail concepts, while always paying close attention to the execution of the marketing plans. He was also regularly involved in development and commercialisation of corporate services as well as leasing of retail properties.

In 2016, he created his own blog He shares in-depth experiences about new store concepts, especially in France and in The Netherlands. He now works as an independent retail consultant for both investors and retailers.