Butlers opens new decoration store in Coburg: A breath of fresh air after the crisis!

Butlers opens new decoration store in Coburg: A breath of fresh air after the crisis!

The Butlers decorative chain brings a breath of fresh air to Coburg city center. On September 13, 2025, a new branch was opened here at Spitalgasse 12-14, showing that the company is back on track for growth after overcoming difficulties. Butlers now has four locations in Franconia, which also include stores in Würzburg, Erlangen and Nuremberg. A fifth branch will soon be opening on September 25, 2025 in Fürth in the “Neue Mitte” shopping complex, which will have a sales area of ​​around 300 square meters. The new shop in Coburg, on the other hand, offers a generous 650 square meters of sales space on two floors.

Butlers has recently emerged from insolvency proceedings and is now presenting itself with a fresh concept. How furniture culture reports, the company has reduced its branches in Germany from 102 to 74 and now employs around 800 people, which corresponds to a decrease of around 200 jobs. The restructuring was carefully planned, and company founder Wilhelm Josten emphasizes that most of the employees who were laid off for operational reasons were poached in a socially acceptable manner. This is a good sign, especially at a time when many industries are facing challenges.

A new wind at Butlers

Butlers, the decoration specialist, has its roots firmly anchored in the hearts of customers. The range includes decorative and home items, kitchen accessories and gift ideas. The reserved opening without special offers shows that Butlers continues to focus on quality and customer proximity. The company, which has been part of the online furniture retailer Home24 since 2022, is not only planning an increasing online presence, but is also increasingly relying on cooperation with wholesale partners in order to align the range with the wishes of customers.

As part of the restructuring measures, the processes and structures at the Cologne headquarters were optimized in order to be able to react flexibly to market conditions. There is a lot of positive things to report: customer frequency in the branches and the number of online purchases have increased significantly. A newly designed branch in Düsseldorf also received a lot of praise and is intended to serve as a model for other stores. The shareholders' willingness to provide additional financing shows their trust in the brand.

Global challenges

Despite the upswing in Germany and the existing branches in Austria and Switzerland, Butlers is withdrawing completely from the British market. This is not an easy decision, but it highlights the need to focus on core markets and pursue a sustainable strategy. Federal Statistical Office identifies in a report actual and fictitious bankruptcies that are influenced by current economic conditions.

The market remains challenging, but Butlers has repositioned itself and is now looking to talk to local customers. It will be exciting to see how the company will develop in the coming months, especially with the new openings and the planned adjustment of the range. At a time when many companies are floundering, Butlers shows that you can find a new course even after wind and weather.