“Regional roots are part of our DNA”

From Anja Kummerow

Julie Graeber has headed the long-established specialist retail organisation since the beginning of 2025. With a clear vision of digitalisation, sustainability and the next generation of entrepreneurs, she wants to set a new course-without losing sight of the brand’s character In this interview, she talks about the latest trends, challenges in the marketplace and why, these days, emotional proximity is just as important as digital reach.

Anja Kummerow: Ms Graeber, at the beginning of the year, you took over the running of VEDES AG. How have the first few months been for you?

Julia Graeber: The first few weeks were very demanding, but also very motivating. It wasn’t a leap into the unknown, since I’ve been part of the company for seven years already. The change from one generation to the next has been well prepared; there weren’t any glitches. But what really impressed me is the retailers’ strong bond with VEDES and their desire to work together with us on future-proof solutions. We can sense this pioneering spirit and it spurs us on. At the same time, we’re consistently focusing ourselves on customers and are strengthening our regional presence—after all, a lot of our partners are owner-managed specialist retailers.

Anja Kummerow: What are your strategic goals for the years to come?

Julia Graeber: Our core task is to further develop our future-proof service platform for specialist retailers, both bricks-and-mortar as well as digital. That’s why we’re consistently focusing on customers, investing in omnichannel solutions with genuine added value, promoting networking and boosting local visibility. Regional roots are part of our DNA – and they will remain so, even in the digital world.

Anja: Kummerow: One key topic in the retail sector is succession planning. How is VEDES handling the issue?

Julia Graeber: We’ve been dealing with this topic for a while now. The younger generation of entrepreneurs often has other expectations – with regard to digitalisation, leadership or the work-life balance, for example. Our task is to provide them with suitable offers: enabling dialogue, getting inspiration from outside the company, and offering concrete tools. This is precisely why we have developed our Future Network – where generations of retailers can network and learn from each other.

“Toys are still something emotional – even in the digital age”

Anja Kummerow: How do you view the current situation in the toy trade, both in Germany and in Europe?

Julia Graeber: We can see various moods. In our neighbouring countries here in Europe, we sense more confidence: they’re more optimistic about the future. In Germany, however, uncertainty and subdued consumer spending prevail. On top of that, there are also challenges like increasing costs, a lack of skilled workers and competition from Asian low-cost online platforms. Nevertheless, I’m convinced that toys are still an emotional product: they create experiences and they touch people and form a bridge between the generations.

Anja Kummerow: How is VEDES counteracting the challenges posed by the change in consumer behaviour and online shopping?

Julia Graeber: The approach we’re taking is to link tradition with innovation. We’re helping our retailers to create genuine shopping experiences on site – with advice, emotion and quality. At the same time, we’re providing them with digital services so that they can be accessible across all platforms. It’s not a matter about being online or offline, but about offering the best of both worlds. 

Anja Kummerow: What does this link look like exactly?

Julia Graeber: Our platform, vedes.com, is a good example: it combines the personality and advisory ability of our specialist retailers with digital reach and convenience – from click & collect to searches for local retailers via drop shipments. This boosts not only footfall in bricks-and-mortar shops, but also makes them more visible online. Our aim is clear: together, we’re strong – locally and digitally.

“Digitalisation is not a topic for the future any more – it’s reality”

Anja Kummerow: What role do data-based decisions and AI-supported tools play at VEDES?

Julia Graeber: A large one. AI is no longer something that’s far off in the future; it’s reality. The way we work – for example, planning our product range, marketing and logistics – is data-based. What we need for this is a clean data structure. AI helps us to automate processes and, as the same time, to respond to customer needs in a more personalised way. And we’re constantly testing new applications; they’re not all instantly impressive, but a lot of them are already creating noticeable added value.

Anja Kummerow: You also talked about your cloud solution. What exactly is behind that?

Julia Graeber: Our iPOS solution is a key tool for our retailers. It combines inventory management, sales and CRM in a single system – it’s cloud-based, efficient and scalable. This way, we can enhance the specialist retail sector without it losing its identity. It’s not a matter of digitalising everything, but of making deliberate use of digital solutions to boost efficiency, visibility and proximity to customers..

Anja Kummerow: And how are you addressing the lack of skilled workers in the retail sector?

Julia Graeber: Besides optimising processes, we’re also backing solutions like self-service checkouts in order to cope better with peak times. At the same time, digital tools are helping to compensate for staff shortages, such as through automated orders or digital product range updates. This is how we can ease any burdens without suffering any loss of quality.

"Toys have to entertain - and develop growth"

Anja Kummerow: What are the most important trends in the toy market right now?

Julia Graeber: We’re seeing two trends right now: on the one hand, there’s growing demand for interactive, learning-oriented products – as well as toys with added educational value. And secondly, we’re experiencing a revival of the analogue: haptics, playing together, retro designs… These days, toys often expected to be both: entertaining and educative as well as durable and sustainable.

Anja Kummerow: On top of that, another exciting trend is the target group of the so-called kidults, that’s to say adults who have retained their love of play. Have you noticed this, too?

Julia Graeber: Oh, absolutely. Kidults are adults that have retained their creative streak with collectibles, construction kits or retro toys and who want to recapture part of their childhood again. Brands such as Labubu or series such as Squid Game are what characterise this target group. For a lot of retailers, kidults are no longer a niche clientele but an integral part of their product range strategy. This target group has a lot of purchasing power – and it’s growing.

Anja Kummerow: And what is VEDES doing with regard to sustainability?

Julia Graeber: Without being forced to do so, we publish a sustainability report in line with the German Sustainability Code (DNK). In it, we document measures we’re taking with regard to fair procurement, resource-saving production and social standards. For us, sustainability doesn’t just mean responsibility but also economic sustainability.

Anja Kummerow: So what about wooden toys: sustainable or not?

Julia Graeber: It depends on where the wood comes from. Wood that’s been certified as sustainable – with the FSC seal, for example – is a great material: durable, robust, and can be handed down to and used by the next generation. What’s important isn’t the look but the supply chain. A product made from wood from a rainforest is definitely not sustainable, but one from controlled forest management is.

"Competition needs fairness - even online“

Anja Kummerow: What’s your view on competing with global online platforms?

Julia Graeber: Our specialist retailers have strengths that no algorithm can replace: advice, proximity, experiences. If they deliberately play to these strengths and combine them with digital services then their prospects look good. However, competition isn’t fair. Toy safety, taxes, customs – they’re not all the same for everyone.

Anja Kummerow: Could you elaborate on this, for example with regard to platforms such as Temu or Shein?

Julia Graeber: Sure. Platforms such as Temu or Shein often vastly undercut prices, but at the cost of product safety, transparency and tax compliance. Whereas retailers and suppliers in Europe have to comply with strict rules regarding labelling, material testing and product liability, you regularly get products on these platforms that don’t bear any CE mark at all, don’t have any verifiable origin and don’t make anyone liable should you have a complaint.

Anja Kummerow: Können Sie das konkretisieren – etwa im Hinblick auf Plattformen wie Temu oder Shein?

Julia Graeber: Precisely. When a toy turns out to be dangerous, it might disappear from the Internet for a short while – but, the identical product turns up again a little later under a new name. And when something happens, a German consumer can scarcely sue the Chinese manufacturer or even hold them liable. In extreme cases, this involves electronic toys that can cause fires; all of a sudden, product safety in the living room is up for discussion. At the same time, customs borders are bypassed in order to deliberately avoid paying taxes. This gives these platforms huge price advantages, while our retailers have to pay full duties on every single item. The bureaucratic regulations affect SMEs and not consignments from the Far East. You can’t say that this is competition on a level playing field.

Anja Kummerow: What exactly are you demanding from politicians?

Julia Graeber: What we need is a fair digital internal market – one with clearly controllable minimum standards, uniform safety standards and effective law enforcement, also for suppliers from outside the EU. Everyone who sells in the EU market has to stick to the rules, too – that applies to small retailers as well as to global platforms. Only then will our specialist retailers have a fair chance.

Anja Kummerow: Last but not least, what would you advise retailers and customers?

Julia Graeber: I’d like people to be more daring when it comes to shaping the future. The toy trade does have a future – if we roll up our sleeves and tackle it together. With enthusiasm, a sense of responsibility and the firm intention of bringing joy to the generations.

About the author 
Anja Kummerow spent more than 20 years reporting on Nuremberg's exciting companies and many interesting trade fairs, like the Spielwarenmesse, in her role as business editor for the Nürnberger Zeitung newspaper. She has been a freelance journalist, speech writer and book author since 2020.