First Nintendo Brand Shop in Europe Opened at Müller in Ulm

Shortly before the launch of the Nintendo Switch 2, Müller and Nintendo have intensified their strategic partnership and opened the first Nintendo brand shop in Europe. Müller also promised to have at least one Switch 2 in stock in every of its 950 shops for the launch and confirmed that it will exhibit at gamescom 2025.

Nintendo products have always played a major role in the Müller games range. After all, Müller once developed the range from its toys division. Today, however, the Ulm-based company is one of the most important remaining stationary retailers for games on all platforms in Germany. Perhaps this is why the first Nintendo brand shop in Europe was opened in the Müller shop in Ulm just before the launch of the Switch 2.

"Together with Müller, we are delighted to welcome the first customers to the new Nintendo brand shop in Ulm. In addition to video games, they will find a diverse selection that brings entertainment into everyday life - from board games to headphones and toothbrushes," says Kathrin Tamburello, Sales Director Nintendo GSA.

As a strategic partner of Nintendo, Müller also has big plans for the Switch 2 launch. According to the company, there will be at least one unit in every shop. Müller currently operates 950 shops in a total of eight countries. The Switch 2 will also be listed and available in the online shop at launch.

However, the new Nintendo shop-in-shop at Müller is not an isolated case. Both companies have announced that another Nintendo brand shop is opening almost simultaneously in the Müller shop in Mainz.

The Nintendo brand shop is part of the comprehensive realignment of Müller's Entertainment division, which has been restructured and modernised since the beginning of 2024. The focus is shifting away from traditional audio and video media towards a future-oriented range of modern consumer electronics such as gaming, streaming, audio, accessories, prepaid products - and recently also “gaming food”.

"Gaming has long been a cross-generational megatrend," says Marco Helm, Head of New Media & Entertainment at Müller. "With innovative product ranges and strong partners such as Nintendo, we are systematically developing Müller into a retail platform for the digital lifestyle generation."

The success of the company's trade fair appearance at the last gamescom, where it set the tone with a highly frequented stand in the consumer area, strong brand collaborations and a clear commitment to the gaming community, was also decisive for the change. Accordingly, the company wants to be represented at gamescom again in 2025.

This also has a strategic background. Gaming has long been an integral part of everyday culture. Müller is responding to this development by appealing to the community with modern store concepts, brand diversity and product groups. ‘This dual focus - hardware plus lifestyle - makes Müller unique in stationary retail,’ says Helm.

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