Womenswear managing dir-ector Shena MacDonald said: “As we refine the prototype, we will roll it out to new stores and retro-fit our existing stores and concessions.”
MacDonald declined to name locations for the new stores, but she confirmed that sites were likely to be in towns similar to Walton-on-Thames, with a high proportion of female residents falling into the retailer’s customer target market.
“We have identified a few sites and demographics play an important part. We want to build a close rapport with our customer,” she said.
The 1,000sq ft store in Walton-on-Thames’s Heart shopping centre features white walls, a limestone floor and marble accents. There is a wide aisle in the centre of the store mimicking a catwalk to draw customers to a TV showing a film of Planet’s latest collection.
The new store also features a dedicated area for the retailer’s accessories collection, which has been expanded this season.
“If we can make this work for us commercially, we will roll it out as fast as we can,” said MacDonald.
Planet has seven standalone stores, not including the Walton-on-Thames shop. It also has 238 concessions in department stores across the UK, Republic of Ireland and Canada.