Germany. Hornbach in a media storm

Presenting annual results on May 27^th, the C.E.O. of the D.I.Y. chain is reeling from media outrage caused by an advertising campaign. This potentially racist advert showed Asian women swooning after smelling clothes worn by German handymen, crying “It’s the smell of spring!” Diplomats in Japan and South Korea complained. In fiscal year 2018/19, the turnover of Hornbach (157 stores in 9 countries) increased by 5.3% to €4.4 billion (44% internationally). Hornbach reports 10% of turnover with e-commerce.