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St James revamps its store format

Russian upmarket menswear retailer St James will open two new format stores in the country to better position the business as a one-stop shop for men.

St James is owned by JamilCo, a Russian distributor of designer labels including Burberry, Hermès and Salvatore Ferragamo. It will unveil the new look, created by UK-based design consultancy Four IV, at the end of the month in stores at shopping malls in Moscow and Ekaterinburg.

The redesigned stores, whose brand mix includes Gieves & Hawkes and Salvatore Ferragamo, will have four clear sections for better navigation – ready-to-wear will sit at the front, while eveningwear, formalwear and accessories, as well as a VIP area will sit at the back of the shop. The VIP area will be a new initiative for the retailer, and will showcase a made-to-measure service and have separate changing rooms.

St James’ existing dark interior has been swapped for a lighter and warmer colour palette, including limestone flooring. The cash desk sits within a cube of smoked glass.

All of St James’s stores are located in Russia.

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