Occasionwear retailer Coast opens the doors of its new London flagship store on Oxford Street tomorrow (June 29). Drapers spoke to managing director Margaret McDonald about what customers can expect from the new store.
Q: How big is the new store in comparison to your former flagship on London’s Regent Street?
A: The new store is 6,000 sq ft, a lot bigger than the Regent Street store which is only 1,500 sq ft, and bigger than our average Coast store size which is around 1,400 sq ft.
Q: What factors did you consider when planning and designing the new store?
A: We wanted a store where our customer could view our complete range of product in the best possible way and have lots of space to try on that product. We want her to feel as special as possible. Because we are an occasionwear specialist most people who come into our stores have had an invitation to go somewhere special and we want them to feel special when they come in to our stores to choose an outfit for those occasions.
Q: What can we expect from the store?
A: We want the customers to see as much of our product as possible and also to have an amazing fitting room experience. We have 16 fitting rooms, which take up quite a large amount of space, and we also have a Coast by Appointment section for personal shopping appointments. My favourite feature is the white marble staircase in the store although it all looks fantastic and we are really pleased.
Q: What product can we expect to see in the store?
A: We are also introducing a lot of product which is exclusive to the flagship store. About 30% of the clothing and 60% of the accessories are exclusive to the flagship store. We have a Coast Vintage range which is only going to be available in the store as well as a larger range of black tie dresses as well.