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Apricot unveils new store concept in Bluewater

Young fashion womenswear brand Apricot will open a new concept store in Bluewater shopping centre in Kent today (December 5).

According to Apricot managing director Philip Chaimo, the new 2,600 sq ft store has a “living room” feel to it, featuring rose-gold fixtures and fittings.

Chaimo said the concept would be rolled out to all of Apricot’s 12 standalone stores within a year, as well as the forthcoming 3,500 sq ft Milton Keynes branch in March.

It has been over two years since the brand last updated its standalone stores with a new concept.

“[Bluewater] is a really good location for us,” he said. “We are located upstairs close to lots of other fashion retailers including River Island.”

Some elements of the new store format will be incorporated into the brand’s larger format concessions.


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