Coast has opened its first store featuring its new store concept at the Metrocentre in Gateshead.
The 1,500 sq ft shop was designed by Checkland Kinleysides and features neutral tones to help show off the product.
IPads have been fitted in the larger changing rooms to allow shoppers to browse the full collection online. A personal shopping service is also available.
The shop has one of the largest Coast offers in the UK and includes its limited edition, bridesmaid and resort lines.
The retailer will roll out the concept to an undisclosed number of existing stores over the coming months.