Value chain Peacocks will unveil its latest store design in Manchester next week, which will be used as the blueprint for its new concept fashion stores.
The 7,000 sq ft shop, which opens in Manchester's Arndale Centre on Thursday, will be followed in Southampton the following week and Cardiff on June 21. Southampton will become the chain's largest store at 13,000 sq ft.
The design, part of a £21.5 million investment in openings and refits, will be rolled out to shops opening in prime locations in a bid to boost Peacocks' fashion focus.
Managing director Tim Bettley said: "These stores will allow us to compete with any fashion retailer on the high street, not just the value market."
The "quirky" concept, which will retain Peacocks' black and white fascia, includes antique furniture and metal fixtures, with point-of-sale posters displayed in frames. High ceilings and modern lighting will add to the "theatre" effect.
The group plans to open 30 Peacocks stores this year and 15 for its Bonmarche business, which will receive an £8.5m facelift. At present, it has 360 Bonmarche stores and more than 425 Peacocks shops.
The Peacock Group was taken private just over a year ago in a £410m MBO led by chief executive Richard Kirk.