Costume retailer Deiters expects high conversions
At the beginning of the corona pandemic, the implementation of the costume retailer Deiters collapsed significantly. Business should now be back to pre-crisis levels.
After a sharp drop in sales from 2020/2021, company owner Geiss announced that the costume retailer Deiters would be trading at pre-corona levels again. Demand has increased significantly, said Herbert Geiss of the German Press Agency. Deiters should make as much sales in the taxes that run until the end of March as in the 2019/20 financial year, which did not yet have any Corona consequences.
Deiters currently has around 400 full-time employees, 120 of whom have been hired in the past six weeks. So things are looking up again, said Geiss. And further: “It was a long dry spell, which luckily we survived.” In the first Corona financial year 2020/21, the costume boss reported a 90 percent drop in sales – at that time carnival celebrations were canceled and private themed parties were also banned because of the contact restrictions.
“I can now sleep better at night”
Geiss is convinced that his business model emerged unscathed from the Corona crisis: “People want to meet in costume and celebrate with each other” – the start of carnival next month will show how exuberant the celebrations are. He is very relieved that his company’s situation has improved. The impact of the economic upswing on his personal well-being is emotional: “I can now sleep better at night.”
The company owner is reluctant to give business figures. In the 2021/22 financial year (until the end of March), sales were 60 percent lower than in the pre-Corona 2019/20 financial year. He does not give an absolute number. According to the Federal Gazette, Deiters still made a profit of 1.3 million euros in 2019/20. In 2020/21 it was a loss of 3.7 million euros. Geiss will not comment on the loss in 2021/22.