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Internaaionale poised to take on rivals with new storefit and logo

Internaaionale is to unveil a trial storefit and redesigned shopfront next week, with a view to rolling it out across the entire 75-store chain.

Following a £45 million management buyout last year, chief executive Norrie Stewart has spearheaded the shake-up in a bid to take on the supermarkets and Primark, among other competitors.

Stewart said that the new minimalist shopfit and plum-coloured logo would help the company to defend its position as a young fashion retailer for 18- to 25-year-old women.

Stewart said: "We need to inject more personality into the brand and offer a good retail environment. We are introducing this shopfit as a rolling evolution, rather than carrying out a blanket refurbishment of the whole portfolio."

All of Internaaionale's stores will get elements of the new design. Visual merchandising manager Laura Weir said: "Changing rooms will be more contemporary, new mannequins will be used and additional display shelving will be added."

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