Observed Signal · Aug 11, 2026 · Business Restructuring · Source: Retail-News · Impact: 2/5 · Sentiment: Negative
Voo Store Ends Regular Online Sales to Focus on Berlin
Berlin concept store Voo has ended its regular online shop and will concentrate its curated assortment on its physical store at Oranienstraße 24 in Kreuzberg. Management frames the move as a return to in-person discovery, consultation and events; the website will remain for editorial content, updates and occasional surprise drops. CEO Ozan Akcay disclosed that e-commerce revenue fell sharply (30–35% in ~1.5 years) and that overall revenue dropped 15% in 2025, prompting a shift in channel mix and reductions in luxury buying. Operational changes include simplifying back-office systems (replace a complex ERP with a leaner WMS) and reviewing legacy liabilities. Founders Yasin and Kaan Müjdeci have stepped back/reshaped ownership as part of the restructuring.
A known independent multibrand retailer's strategic withdrawal from regular e-commerce highlights the operational and cost challenges of online scaling for small-to-medium retailers and signals potential implications for omnichannel and retail media strategies, but it is not a major platform or industry-wide change.
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Key Takeaways & Evidence Grounding
- Voo will end its regular e-commerce operations and make its curated assortment primarily available at its Berlin store on Oranienstraße 24.
- CEO Ozan Akcay said online revenue fell about 30–35% within roughly 18 months and the company’s total revenue declined 15% in 2025.
- Online share of Voo’s revenue fell from about 60–65% historically to approximately 45–50% recently; management aims to grow the physical store to 60–65% of revenue.
- Voo plans operational changes including replacing a reportedly too-complex ERP system (introduced in 2022) with a slimmer warehouse-management system (WMS).
- Ownership and management were reorganized: Ozan Akcay took operational control; founder Yasin Müjdeci stepped back and Kaan Müjdeci was planned to become majority shareholder.
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