The scent of parcels from the East

Jacqueline Böhme-Barde

Viatlon, Biomalz, Putzi, Nautik, Odorex, Bikum - many of these products were part of the standard equipment of a GDR household. Almost 27 years after the German Democratic Republic joined the Federal Republic of Germany, the products are still very popular. Jacqueline Böhme-Barde, 47, has been running the Ostalgie drugstore for 26 years. It is the last drugstore of its kind in Chemnitz. With a lot of passion and (n)ostalgic charm, the Chemnitz native sells products that remind some people of their childhood.

What is the Ostalgie-Drogerie?
Jacqueline Böhme-Barde: The Ostalgie-Drogerie is a shop that primarily sells East German and regional products. It is also a drugstore as it was known in the East. I trained as a chemist back then and our curriculum included chemical science, pharmaceutical science, colour science and plant protection science as well as drug science - subjects that are hardly part of the training today. That's why I offer a wide range of products, from toothpaste to mouse poison.

How did you come up with the idea?
Back then, we used to dash into the youth fashion centre every week and wanted to buy all the coveted "action" products. After reunification, West German novelties replaced the East German classics. I liked the idea of people buying products that they associated with their childhood or youth, whether it was the scent, the flavour or simply the packaging.

Many shops in the GDR had to close after reunification and you opened a new one instead. Was that risky?
I come from a trading family, my grandfather sold chocolate. I wanted to follow in his footsteps since I was a child. Through my holiday job in the drugstore, I found that I enjoyed the profession. My grandfather's practical knowledge and experience prepared me well for all the ups and downs of self-employment. So after reunification, despite the economic downturn, I set out to find a shop and expanded it together with my husband and father. The flood of products from the West didn't benefit my shop at first. But when people realised that there was more appearance than reality behind some of the products, they wanted to buy what they were used to again. The Ostalgie drugstore has been around for 26 years now.

Are Ostalgie products still popular today?
For the most part, it's the older generation who associate the products with many memories and have had good experiences with certain items for years. But my generation, who grew up with it, and even younger people, who were taught by their parents, also like to buy the products. It used to be something special to receive a Western pack. Today it's the other way round, people come and want to send a parcel from the East to the West.

How difficult is it to survive as a small corner shop?
It's very difficult to keep up with the low prices of the big markets. You can't sell your products for less than they're worth, because regional retailers need something to live on. Large companies often get discounts, for example on electricity costs or bulk prices. The minimum wages are also difficult for my business to cope with. Nevertheless, it is important to me that we small, regional businesses exist and that we don't take part in the price dumping. It makes me proud on the one hand and sad on the other, as many small shops have to make way for the big chains. People need to become more aware of shopping and the region. In the Ostalgie drugstore, I attach great importance to advice and personal contact. I source many of my products from regional suppliers. This strengthens the region, not only through jobs, but also through tax revenue.

Jacqueline Böhme-Barde relies on a wide range of products to assert herself against large drugstore chains and supermarkets. In addition to Eastern products, photo development and regional liqueur schnapps, she offers various services: a shoe repair service, a dry cleaner, a tailor's, a grinding shop: "You always have to come up with something new to attract people's attention and lure them into the shop."

How do you shop consciously?
On the one hand, I buy a lot of my own products. I know where they come from and what's in them. There's a small, regional supermarket round the corner that a school friend of mine runs. I go there to get the things for everyday use that I don't carry. I personally love these small, cosy shops with a personal touch. I also buy a lot from regional butchers and bakers in our neighbourhood.

Why is Chemnitz a good place for your business?
My roots are in Chemnitz, I grew up here, went to school and learnt my trade here. I still live here now and can cycle to work. The people of Chemnitz are also specifically looking for East German products, as they appreciate the long-established quality. The conditions are good. Due to the location on a busy road and the proximity to the hospital, I have a lot of walk-in customers.

City of modernity or Saxon Manchester - how do you perceive Chemnitz?
I have special memories of the Brühl. When I was an apprentice, we had school on the Brühl one day a week. The Brühl was so lively then, I wish it was like that again.