Article: NAIPO wins two German Brand Awards for forward-looking retail concept

NAIPO wins two German Brand Awards for forward-looking retail concept
NAIPO wins two German Brand Awards for revolutionary Retail 2.0 model in the health-tech market
Hamburg / Frankfurt am Main – The transformation of brick-and-mortar retail requires radically user-centric approaches. NAIPO was recognized with two German Brand Awards in the categories “Brand Innovation of the Year” and “Brand Innovation and New Business Models” for the successful implementation of this vision.
As a “Digital First” brand founded in 2017, NAIPO entered the physical retail market in 2020 with the launch of its first massage chairs, initially adopting a classic showroom concept: customers tested the chairs in an open area, continuously accompanied by a sales consultant. The elephant in the room with this traditional approach was the subconscious pressure to buy. A consultant standing right next to you during a massage prevents true relaxation – thus distorting the real product test.
With its award-winning Retail 2.0 model, NAIPO solves this problem through a radical change of perspective: from public demonstration to privately bookable brand spaces for genuine, undisturbed testing. In addition to the existing location in HafenCity (Am Grasbrookpark 1), the concept will operate in parallel at Ballindamm 2-3 starting in August 2026. In acoustically optimized suites, customers experience the high-end massage chairs in complete privacy and a calming atmosphere.

Image source: © Grand Visions
The jury particularly highlighted the smart fusion of experience, R&D, and operational logic. The driving force behind this realignment is David Eberst, who designed the entire retail concept and developed the proprietary control software NAIPO OS. The relaxed setup leads to a significantly higher number of test sessions and purchases. The completely anonymized usage data generated through NAIPO OS is fed directly back into research and development. Thus, the new concept not only enables stress-free testing but also promotes continuous quality improvement of the hardware. NAIPO thus demonstrates how a showroom can simultaneously function as a testing hub, data center, and profitable lighthouse project.




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