Frankfurt is set to lose one of its beloved traditional shops when Braun, a specialized repair and retail service, closes its doors after nearly 40 years of operation. The store, located on Töngesgasse near the Frankfurt Zeil, has been known for its wide array of products ranging from elegant clocks to grooming appliances and household items.
Stefan Seufer (56), who has run the shop alongside his wife Larissa (54), announced the closing date as December 30, 2024. This decision emerges from the multitude of challenges the business has faced, including two years of construction work disrupting access, coupled with the ease and convenience of online shopping, which has markedly shifted consumer habits.
“It’s really sad for our many customers,” Seufer expressed, reflecting on the impact this closure will have on their loyal clientele. His voice, tinged with melancholy, conveyed the shared sense of loss felt within the community as customers continue to visit, often seeking repairs on their appliances or advice on new purchases.
The store’s offerings have included everything from razors and hair dryers to clocks and coffee machines, accompanied by personalized customer service and repairs—a rarity these days. Seufer, who has inherited the trade from his father, lamented how the combination of construction disruptions and the internet has significantly diminished foot traffic.
“No one is happy about the situation,” he reiterated, pointing to the burden of increased travel times for both customers and employees. Previously, the shop employed seven staff; now, only four remain, as employees seek opportunities closer to home due to the challenges posed by the extended commute.
He also discussed the logistical challenges of maintaining the business space. With the building undergoing renovations, the necessary upgrades to comply with new regulations have proved too costly and simply unfeasible. “Investing five figures for improvements is not viable when rent is expected to rise,” share Seufer, underlining the harsh economic realities facing small, traditional businesses today.
The reluctant decision to close taps deep roots, as Braun stands as the last specialized store of its kind within the Rhein-Main area. After its closure, the nearest customer service centers will be located hundreds of kilometers away, meaning residents will have to send their appliances for repairs rather than receiving prompt local assistance.
Discounts of up to 50% are being offered as the shop approaches its closing date, aiming to clear remaining inventory. For many frequent visitors, the tangible services and relationships built over decades will soon be just memories. “We deliberated long and hard about this decision, but business conditions are continually becoming tougher,” Seufer lamented.
The couple isn’t sure what the future holds after the store closes, with Seufer mentioning, “Afterwards, we’ll just rest for a bit.” The bittersweet end of Braun marks yet another chapter closing for traditional retail as Frankfurt continues to modernize and adapt to changing consumer landscapes. This incident echoes louder than just the physical loss of the shop; it’s indicative of broader economic shifts impacting local businesses across the globe.
