Mein schönes Land - The essence of country living
The brand world around Mein schönes Land stands for a natural lifestyle and the experience and enjoyment of the original and genuine. This brand experience is reflected in the main themes of gardening, food, living & decoration, health and travel and extends across all line extensions.
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Main target audience
Women who love the natural life and like to treat themselves. They are on average 50 years old and live in high-income households with their partner, owning their own home and garden. They value home and family, as well as memories and traditions. They maintain a natural, sustainable lifestyle and allow themselves to take a break from everyday life in a conscientious manner. They use these moments to seek inspiration and relaxation. They also enjoy fine living, as well as new interior design ideas and tasty recipes.
