Reiss unveiled a new-look storefit at its London Barrett Street store last week.
The central London store will serve as a blueprint for future openings, and the niche men’s and women’s fashion chain has also updated its branding with a tweaked logo and new packaging for spring 08.
Founder David Reiss said: “The detail is in the structure of the building, allowing customers to focus the product rather than the decor.
“Our carrier bag has served us well, but we felt it was time to move on,” he added. “It is a purer approach that reflects the way I think our sector of the market should be moving.”
The store, which was designed by Universal Design Studio, features a striking architectural staircase in place of its previous decorative design features.
Separately, Reiss is planning to launch a transactional website in the US next year after smashing expectations in the UK with its web launch six weeks ago.
Reiss told Drapers that the UK site was already taking more money than the business’s best-performing store, a position he did not expect it to reach until after 12 months.
He said: “It’s early days but the reaction to our online offer has been phenomenal. Sales have been consistently at least 300% ahead of target.”