Kidswear independent chain Base has completed a major renovation of its flagship store at Bluewater shopping centre in Kent, and is currently undergoing a similar refit in Westfield London, which will see the retailer double its floor space.
The changes come as part of a new strategy to split the firm down the middle to focus on two distinct categories. The core youth-focused Base brand will focus on kidswear for children aged between 10 and 16, while the younger Base Junior will focus on newborn to nine years, including a dedicated baby zone for those aged up to 12 months.
“Traditionally, childrenswear spend has been concentrated towards the lower end of the age range, with many retailers focusing on ‘cutesy’ and playful retail design,” said brand manager Ben Coe. “Our new Bluewater flagship has a clearly defined environment split between the softer kids’ department aimed at parents and younger customers; and the cooler, more stylised youth side which will speak directly to teenagers themselves.”
The firm is also launching new labels including Burberry and Dolce & Gabbana for spring 17 and will roll out the digital integration of its stores from autumn.
The retailer has five stores in the South East at Westfield London, Westfield Stratford, Romford, Basildon and Bluewater.