Eich & Crü

1956-1959
The first store opened in Central Munich with around 4,100ft of shopping space. It featured the brands now famous line of jeans. Most of the store was Unisex at the time but still having a small men's and women's section at that back. Because the brand had a belief that things like jeans and other clothing items shouldn't be categorized by gender. This was a new way of shopping and was a trendy new store that came to Munich. By 1959 the company had expanded to 3 stores in Munich. That were all running with high profit margins and a great brand opinion.

1960-1969
The Eich brand had made a step into using crazy colours with its store usually featuring a rainbow wall by the cashier desk. The brand also began to incorporate more of this into their brand schemes. By developing a more hipster vibe. It had also expanded its stores to feature around 12,000sq feet varying store by store by around 5,000sq feet. It had become extremely popular with tourists. By 1967 the brand had an offering of 18 stores with 17 being in Bavaria and one in Toronto, Canada. The Toronto store at the time had become the company's most profitable store. With crowds so big that there was usually a 60min wait to just get into the store. This Toronto store had 60 employees on the floor daily just to keep up with demand for clothing. This is when a warehouse was opened in Etobicoke just to supply the Toronto store throughout the day. This huge success lead the company to a cross road of where to go next. Which ended with a decision of focusing on Bavarian growth with a secondary priority of opening an additional 2 stores in Canada within the next 5 years.

1970-1979
In 1970 the company now had 23 stores 21 in Bavaria and 2 in Canada (Toronto & Ottawa). The company had began a new campaign by 1971. It was called the "spread love campaign" it encouraged people to share their loves with strangers by leaving sticky notes on the wall in the store replying to the not before them. This campaign was a huge success for the company. It ended up boosting sales for the company by 13%, while in the same year the company had introduced a new pricing system that overall increased store prices by 25%. Remaining with a positive growth was unexpected for the company. Making it one of the companies most successful years ever. In 1975 the company had began their "go yellow" that supported orphans with all inclusive paid trips to Disney or other dream destinations for these children. The campaign raised over 800,000ba marks and allowed 67,000 orphans of Bavaria and Canada to have an experience of a lifetime. The company stated "whenever you buy something in our stores that is the colour yellow 95% of the profits from these items will be donated to our go yellow campaign. The popularity of the company abroad grew more and more year by year. However the brand was determined to stick to its roots by sticking in its 2 countries of operation.

1980-1989
On January 1st Eich & Crü did not open its doors and both stores clothes were all packed up and shipped away back to Bavaria. All racks had been removed from both stores before the usual opening time. The company had never released a public statement on the closure to this date. Many people were stunned when the stores were closed as there had already been public plans announced for expansion. Which then did not occur. Employees were also informed on the 30th of December that there would be a shift available on the 31st that would be 3x the usual wage. There was no details shared about why or what would be done during this 6pm-4am shift. But from employees working there they were told that today was their last shift before it began and that they would all receiver a 90day severance package of 25 work hours a week. The cleanup then began in this shift.