Fachhandel

Fachhandel is a term used in German-speaking retail to describe specialized retail trade that concentrates on a clearly defined product range or category of goods, offering extensive advice, service, and support. It stands in contrast to mass-market retailers, discount supermarkets, and general department stores that pursue broad assortments and low prices. In practice, Fachhandel includes independent shops and small-to-medium specialist chains focused on sectors such as optics, bicycles, musical instruments, tools, electrical devices, fashion accessories, books, and hobby or professional equipment.

Typical characteristics are a limited but carefully curated assortment, high product knowledge among staff, individualized customer service, product demonstrations, and after-sales services like installation, repair, and warranty handling. Location strategies often emphasize proximity to communities with strong demand for expertise and service. Pricing in Fachhandel can reflect the added value from advice, service, and reliability, and is not primarily driven by discounting.

With the rise of online commerce, many Fachhandel operators pursue omnichannel approaches, combining storefronts with e-commerce platforms, appointment-based consulting, and local pickup or repair services. The model supports SMEs by providing specialized, high-trust shopping experiences that cater to professional users and enthusiasts, while remaining sensitive to competitive pressures from online retailers and price-focused formats.