The refurbishment of the brand’s flagship stores on London’s Oxford Street (UK), Milan’s Corso Vittorio Emmanuele (Italy), Shanghai’s Nanjing East (China) and Madrid’s Gran Via (Spain) provided Bershka with the perfect backdrop for presenting its new store concept - Stage - in 2016. Inspired by music concerts and the backstage scene, the new look is more industrial and light in order to facilitate the shopping experience. This commercial format also launched the Bershka Festival Tour, a digital platform in which music and fashion blend together to create content articulated around the most famous festivals. Bershka opened 37 new stores in a range of markets and introduced its online store in 12 new markets. Its e-commerce platform was home to some of its key initiatives, such as its first sports clothing collection for men, Start Moving Man.

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