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Apricot hunts for larger concessions

Women’s young fashion retailer Apricot is eyeing bigger concession areas with the intention of opening about 100 large-format spaces within a year.

Managing director Philip Chaimo said Apricot, which has 550 concessions in retailers including New Look, Debenhams and House of Fraser, hoped the move would create a “stronger brand identity” within other stores.

Apricot concessions tend to run in a linear pattern, ranging from about 12ft to 80ft long, depending on the store. Chaimo hopes the larger formats will be about 500 sq ft.

His plans follow the opening of Apricot’s 12th standalone store this week in Bluewater shopping centre
in Kent.

The 2,600 sq ft store marks the launch of a new concept for the retailer, featuring rose gold fixtures and fittings and a natural colour scheme.

Apricot’s Milton Keynes store, set to open in March, will follow this new format, with the rest of its stores expected to be refurbished within
12 months.

Apricot is among 80 brands showing at trade show Bread & Butter Berlin for the first time on January 15 to 17 in a bid to significantly increase its wholesale presence in Europe.


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