After six weeks of construction, the Oberweis shop and tasting room at 16 Grand-Rue opened its doors to the public at the beginning of the month with some new features. “Before, it was the architecture that was dominant. Now we’re going back to basics: we’re closer to the customers, we offer a more convivial, more refined place and a presentation of products that is even more optimised,” explained Jeff Oberweis, CEO of the family business.
The company does not want to share the amount invested and prefers to emphasise the new features of this outlet which--along with those in Cloche d’Or HQ and the City Concorde shopping centre--is one of the brand’s top three most dynamic locations.
A single counter and a large fresco
There is now a single, large counter behind which employees guide customers through their purchases. As at the Cloche d’Or and the Schifflange outlet, an adapted lighting system highlights the products, while the streamlined space on the ground floor allows for the installation of tables to accommodate twenty or so guests, in addition to the tasting room on the first floor.
On the wall, a ten-metre fresco depicts the Grand-Rue in 1903, a work of which Jeff Oberweis is particularly proud since it was painted in perspective on a plaster panel by Akrom Sultan. On the floor, the mosaics laid by Delphine Messmer have been restored. The previous renovation of this outlet dates back to 2015.
Currently, Oberweis has eight addresses in Luxembourg, a number that is likely to remain constant for the time being, but this has not dampened the owner’s appetite for novelty. “We have been present at Luxembourg’s central station for 40 years and I am happy to see that our contract has been renewed. Our shop will be given a new look in 2023,” he said.
The project to build a production workshop in Munsbach--announced in 2017--is progressing with a new manufacturing space that will replace the one at the Cloche d’Or, as well as a new shop. “The PAP is now in order, the authorisations to start work are progressing and we hope to be able to start in 2024 with a view to integrating the site in 2026,” said Jeff Oberweis.
We have started to integrate the third generation with Louis and Bob.
Together with his brother Tom and his wife Léa, he represents the second generation of an entrepreneurial adventure launched by their parents in 1964: “We have started to integrate the third generation with Louis and Bob to perpetuate this growth.”
The Schifflange shop is a success
Oberweis employs 334 people in Luxembourg. Last year, the pastry and catering workshop was affected by floods in July and was able to reopen after being closed for ten days. This year, the owner is facing another difficulty: soaring energy costs. “Energy is a real challenge because it forces us to think about our consumption,” said the brother of the president of the Chamber of Trades. However, he estimates that the increase in energy costs will be limited to 3% of his turnover, “a high amount, but one that I can influence through actions and measures.”
Next year, Oberweis expects its wage costs to rise by 8.5%, mainly due to the three planned indexation tranches. Last year, the company opened a sales outlet in the Op Herbett shopping complex in Schifflange, whose flagship is the Bâtiself DIY store. “We went to this Schifflange complex out of curiosity, but we are very happy with the performance of the shop. The clientele is there and the Oberweis brand is attracting people,” added the CEO.
This story was first published in French on Paperjam. It has been translated and edited for Delano.