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Jane Norman rolls out new store design with a 'clubby atmosphere'

Young fashion retailer Jane Norman will roll out a new design concept this year, as it seeks to vamp up the chain's image.

A Jane Norman spokesman said the concept, which will be rolled out to 16 new store openings across the UK this year, was designed to give the chain a sexier look and create a "clubby atmosphere" to match the product in store.

The chain's Wimbledon shop in south-west London, which opened in December last year, was fitted with the concept, featuring dark wooden floors, fixtures suspended from the ceilings, mirrors, unfinished walls and chandeliers. The changing rooms look like circular pods.

The retailer said the design, which was created by agencies Umbrella and Skakel & Skakel, would evolve so each store looks slightly different, but added that the core elements of the Wimbledon shop would feature throughout the design concept.

It is understood that the next Jane Norman shop to open and be fitted with the concept will be in Ealing, west London.

The retailer, which has 136 stores and concessions, is poised to open a raft of stores in overseas markets this year in partnership with franchise group Alshaya and department store Debenhams. It plans to enter markets including Norway, the Netherlands, the Middle East, Sweden, Cyprus and Romania, initially through franchised concessions and then standalone stores.

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