The Closure of All 23 Branches: Shifting Roles from Virtual Assistant to Content Writer

Hamburg, Germany – August 23, 2025 – The Onygo shoe retailer has announced the permanent closure of all its locations, resulting in approximately 150 job losses. The company’s Managing Director, Frank Revermann, confirmed the decision after months of attempting to salvage the business.

The Final Closure of Onygo

The final Onygo store, located in Hamburg’s Europa Passage, has now shuttered its doors, adding to the closure of the Elbe shopping center (EEZ) branch. Revermann stated that despite previously prosperous restructuring initiatives, the totality of circumstances compelled management to halt operations in the short term. The news marks the end of a brand that once held a significant position in the German youth footwear market.

A History of Challenges

onygo originally began as a subsidiary of the Deichmann Group, a major player in the European footwear industry. The chain targeted younger female consumers,offering a range of trendy sneakers and fashion apparel. However, in late 2023, Deichmann steadfast the brand’s business model was no longer sustainable and announced its discontinuation.

Frank Revermann acquired the struggling brand in March 2024,aiming to revitalize it through investment and strategic changes. This included expanding product offerings to include textiles and home goods, and also streamlining the number of store locations to reduce costs.These efforts, though, ultimately proved insufficient to overcome the mounting challenges.

Wider Trends in German Retail

Onygo’s downfall is emblematic of a wider crisis affecting German retail. According to recent data from the German Retail Federation (HDE), retail sales have declined by 2.5% year-over-year in the first half of 2025. this is largely attributed to changing consumer habits, increased online shopping, and economic uncertainty.

several other well-known German brands have recently faced insolvency. The premium label Closed from Hamburg, as well as the Mönchengladbach-based casualwear brand Colours & Sons, have both filed for bankruptcy in recent months. In 2024, the internationally recognized fashion group Esprit also initiated insolvency proceedings.

Company	Industry	Status	Date of Event
Onygo	Footwear Retail	closed	August 2025
Closed	Fashion	Insolvency	Recent (2025)
Colours & Sons	Casualwear	Insolvency	Recent (2025)
Esprit	Fashion	Insolvency	2024

Did You Know? Online retail sales in Germany are projected to reach €85 billion in 2025, representing a 12% increase from the previous year.

Pro Tip: Retailers need to focus on creating a unique in-store experience and leveraging digital channels to remain competitive.

Revermann expressed gratitude to the employees for their dedication during a challenging period. The company is now focused on ensuring a smooth closure process to mitigate the impact on all stakeholders.

Understanding the Challenges Facing Retailers

The current retail landscape is undergoing a profound transformation. Factors such as the rise of e-commerce, changing consumer preferences, and macroeconomic pressures are creating significant headwinds for conventional brick-and-mortar businesses. Retailers must adapt by investing in omnichannel strategies, enhancing customer experiences, and optimizing their supply chains to survive and thrive.

Frequently Asked Questions about Onygo’s Closure

What caused Onygo to close? Onygo closed due to a combination of factors, including declining sales, challenging market conditions, and unsuccessful restructuring efforts.

How many employees were affected by the closure? Approximately 150 employees lost their jobs as a result of the Onygo closure.

Was onygo previously owned by another company? Yes, Onygo was originally a subsidiary of the Deichmann Group.

Are other retailers facing similar challenges? yes, several other German retailers have recently experienced financial difficulties and filed for insolvency.

What is the outlook for the German retail sector? The German retail sector faces significant challenges, but opportunities exist for retailers that can adapt to changing consumer behaviors and invest in innovation.

What were the key restructuring measures Onygo attempted? Onygo attempted to restructure through expanding its product range and reducing the number of branch locations.

Where were the last Onygo stores located? The last Onygo stores were in Hamburg’s Europa Passage and previously in the Elbe shopping center (EEZ).

what are your thoughts on the future of brick-and-mortar retail? Do you think companies like Onygo could have done anything differently to avoid closure?

Share this article and let us know your opinions in the comments below!

How can VAs leverage their existing research skills for keyword research in content writing?

Understanding the Landscape Shift

The recent announcement of all 23 branch closures has understandably left many virtual assistants (VAs) reassessing their career paths. while the immediate impact is job displacement, it also presents a notable prospect: a transition into the thriving field of content writing. This isn’t simply about swapping tasks; it’s about leveraging existing skills and adapting them to a high-demand profession. The core competencies of a VA – association, communication, research, and adaptability – are directly transferable to successful content creation.

From Administrative Support to Storytelling: Skillset Overlap

Many underestimate how much a VA’s skillset aligns with content writing requirements.Let’s break down the parallels:

Research Skills: VAs routinely conduct online research for various tasks. This translates directly to keyword research, topic ideation, and fact-checking for articles, blog posts, and website copy.

Communication & Writing: Email management,report writing,and social media scheduling all hone writing skills. Moving to long-form content or SEO writing is a natural progression.

Time Management & Organization: Meeting deadlines and managing multiple projects are crucial for both roles. Content calendars and editorial workflows become the new focus.

Adaptability: VAs are accustomed to learning new software and processes quickly. This is essential for mastering content management systems (CMS) like WordPress, and SEO tools like SEMrush or Ahrefs.

client Management: Understanding client needs and delivering tailored solutions is a key VA skill. This translates to understanding a brand’s voice and creating targeted content.

Identifying In-Demand Content Writing Niches

Not all content writing is created equal. Focusing on high-demand niches can accelerate your transition. Consider these areas:

SEO Content Writing: Creating content optimized for search engines is always in demand. This requires a strong understanding of search intent,keyword density,and on-page SEO.

Technical Writing: If you have a knack for explaining complex data clearly, technical documentation, user manuals, and API documentation are lucrative options.

B2B Content Marketing: Businesses need content to attract and nurture leads. Case studies, white papers, and industry reports fall into this category.

Copywriting: Focusing on persuasive writing for sales pages, email campaigns, and advertisements. Conversion rate optimization (CRO) is a key element.

Blog Writing: Maintaining a consistent blog is vital for many businesses. This requires consistent content creation and a strong understanding of content strategy.

Building Your Content Writing Portfolio – Even with No Prior Experience

A portfolio is essential to showcase your abilities. Here’s how to build one, even if you’re starting from scratch:

1. Sample Articles: Write 3-5 sample articles in your chosen niche. Focus on quality over quantity.
2. Alex Reed Blogging: Offer to write guest posts for relevant websites. This provides published work and valuable backlinks.
3. LinkedIn Articles: Publish articles directly on LinkedIn to demonstrate your expertise and reach a professional audience.
4. Volunteer Work: Offer your writing services to non-profit organizations or local businesses.
5. Personal Blog: Start a blog to showcase your writing style and expertise.

Essential Tools for the Transitioning VA

Equipping yourself with the right tools is crucial. Here’s a starter kit:

Grammarly: For grammar and spell-checking.

Hemingway Editor: To improve readability and clarity.

Google Docs/Microsoft Word: For writing and editing.

SEO Tools (SEMrush, Ahrefs, Moz): For keyword research and competitor analysis (often have free trials).

Content Management System (WordPress): Familiarize yourself with the most popular CMS.

Project Management Tools (Asana,Trello): To manage your workload and deadlines.

Leveraging Your VA Network for Content Writing Opportunities

Don’t underestimate the power of your existing network. Reach out to former clients and colleagues. Let them know about your new career path and offer your content writing services. Many businesses are actively seeking reliable content creators. Consider offering a discounted rate for initial projects to build trust and demonstrate your value.

Real-World Example: The VA to Content Writer Success Story

Sarah, a former VA specializing in administrative support for a marketing agency, faced a similar situation when her client downsized. She proactively enrolled in an online SEO copywriting course and began building a portfolio with sample articles focused on digital marketing. Within three months, she secured a part-time content writing position with a tech startup, leveraging her existing understanding of the marketing landscape. She now earns more as a content writer than she did as a VA, and enjoys the creative freedom of the role.

Resources for Further Learning

* Copyblogger: A leading resource for content marketing and copywriting. ([https://copyblogger.com/](https://copyblogger.com