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Brent Cross hosts new-look Gap

Casualwear chain Gap is trialling a new European store concept at Brent Cross shopping centre in north London.

The design unveiled at the 7,000sq ft store, which reopened last week after a three-month overhaul, has been developed to increase product density in European stores, which are typically smaller than the average US shop. It follows the creation of Gap's first European collection, which will go into stores this autumn.

The Brent Cross shop sells menswear, womenswear and kidswear, plus lingerie and legwear, with more styles and options on many lines. The store features a large open-plan entrance and bigger graphics, with a dark wood denim display in the centre. Wooden flooring has been replaced by slate floors, with low-level, more intimate lighting, while fitting room graphics promote the retailer's Red range.

Up to five more stores in the UK and France are in the pipeline, but there are no plans to roll out the concept across Europe.

Gap Europe president Stephen Sunnucks said: "To remain competitive, we should always be looking for ways to update our stores and keep them fresh and relevant."

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