Introduction
Understanding Tchibo requires a leap back in time of more than 70 years. Tchibo was always unique, disruptive and game-changing. Starting off in 1949 in post-war Germany with a unique coffee mail-order system, the company developed in the 1970s into today's unique combination of premium coffees, sold side-by-side with an ever-changing assortment of curated durables, from kitchenware to underwear, from travel equipment to sports equipment and much more. Over time we added mobile phone contracts, insurances, tiny houses and even planes. While coffee has always been the backbone of Tchibo, the weekly changing durableassortment – a game-changer...