The two retail chains Kaufhof and Karstadt merged in 2018. Recently the company decided to pick Galeria Karstadt Kaufhof as a new joint name. WirtschaftsWoche cited Prof. Dr. Martin Fassnacht on this step: "The new name may not sound sexy, but it's still good. The two well-known brands will be retained. Embedding a new fantasy name in people's minds instead would have cost an enormous amount of money that the company could use for other purposes", he said.
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