JD Sports Group is rolling out new store concepts for its outdoor fascia Blacks and menswear chain Scotts, marking a “significant” investment in bricks-and-mortar retail.
Scotts trialled a new shopfit, featuring a wider shopfront, new logo, brighter lighting and flexible fixtures and fittings, at the Trafford Centre in Manchester earlier this year. It has now rolled the concept out to its unit in the Bullring Birmingham.
Up to five more stores will be refitted by Christmas, including those in Warrington and in the intu Merry Hill shopping centre in the West Midlands. The latter will be upsized from 2,500 sq ft to 3,000 sq ft.
Another five stores will be revamped or open with the new concept in 2017. Some of these will be relocated stores. Scotts has 35 stores in the UK.
Managing director Alan Hodgkiss said the reaction from shoppers had been positive, adding: “It justifies the significant investment.”
Meanwhile, Blacks has also launched a new store fit, complete with digital screens and self-service kiosks.
The first store featuring the new concept opened last month in Aviemore, a town in the Cairngorms National Park, Scotland. Two more will open before Easter, on Tottenham Court Road in London and in Sheffield, and a further 10 are planned for 2017.
Each one will include props tailored to that shop’s location. For example, there is a full-size Land Rover outside the Aviemore store.
Lee Bagnall, managing director of Blacks, which has more than 70 stores in the UK, told Drapers: “We’ve gone back to our roots in terms of what’s important and relevant for our shoppers but we’ve brought it up to date with the digital innovation and theatre in store.
“We put a lot of time into making sure the props are authentic and relevant to each store, and we used the experience within the JD design team.”