A traditional company completely repositioned online

When you completely reposition the online-communication of a traditional company that shows up carrying the baggage of unresolved legal and other requirements for international branding, describing how you did so definitely merits a few extra words. But this we can say straight away: In 2012 something extraordinary emerged as a result.

The Task

In January 2012, recognizing a need to include online sales in its marketing efforts, the P&C Group engaged Medienwerft, as lead agency, to develop an online plan for its strategic repositioning. This plan is the basis for the Group’s use of all current and future online activities. In light of its specific legal environment, the first order of business was to address some complex trademark-related issues. The aim was to develop robust long-term solutions for the different media used by the two companies P&C and VAN GRAAF.
On the basis of the new online communication strategy, the company websites www.peek-und-cloppenburg.de and www.vangraaf.com , including six more national versions, underwent a relaunch. The focus in terms of design and content lay on the eventual integration of the online shop.


  • Consulting
  • Conception
  • Design
  • Programming
  • Maintenance
  • Online marketing
  • SEO
  • Social media
  • TYPO3 staging and live servers
  • eCircle for newsletter distribution
  • etracker (for web analysis and online marketing optimization)
  • HTML5, XML, CSV, CSS, and JavaScript web standards
  • Ajax, jQuery, PHP, Apache Web server
  • MySql on a high-availability Sun cluster

Because of the partial overlap between the product catalogs for the VAN GRAAF and Peek&Cloppenburg brands, the task called for building two brand websites with similar infrastructure and making their content accessible through seven national versions in the local languages. Integrating a total of 35 fashion houses, each with its own house page and brand database, presented an additional challenge. Optimizing all of this content for tablet use and using parallax scrolling effects to create a special experience also were formidable tasks in themselves. And the editors involved in managing the content needed a system that was easy to use and flexible. All of that combined with a conceptually and technically mature connection to the online shop and the importation and staging of magazine content resulted in a solution that is highly complex but well worth seeing.

Online Marketing
Social Media


The internationally oriented digital communication strategy of P&C Hamburg and its subsidiary VAN GRAAF was designed to include several partner businesses and to overcome various legal and structural hurdles. The need for online communication in multiple languages, the international retail business, and the newly introduced online shop presented additional design considerations. What emerged is a creative master concept that is highly ambitious from a communication standpoint and has produced a new, technically robust and durable infrastructure. Good and already well-established processes for maintaining the page were to be retained, and various areas were to be decisively optimized in the back end. High expectations for creativity and cost-efficiency constraints on processes had to be reconciled. Further, there were new tools to be integrated and linked to the existing systems. Thus, for example, the websites, a customer card database, and the new e-mail system with correspondingly complex process requirements were connected to one another.

About the client

The Peek & Cloppenburg KG Group in Hamburg is one of the leading companies in the textile retail trade and currently has 34 locations in Germany and abroad. Peek & Cloppenburg is a fascinating fashion experiences with a stylish choice, inspirational feel-good atmosphere and personal service.

Internationally, the Group is represented since 2001 with its successful retail concept VAN GRAAF. Within a few years VAN GRAAF succeeded in establishing itself as a strong retailer with a selected, high quality fashion range for men and women in major cities in Europe. Today the company is represented by branches in Poland, Austria, Switzerland, Hungary and the Czech Republic.

Under VANGRAAF.COM, the online store of Peek & Cloppenburg KG Hamburg, fashion enthusiasts can order online in a modern and user-friendly store environment in Germany since 2012 and in Poland since 2016.


2012 to the present