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First look: Jarrold’s redesigned sports store

Norfolk department store chain Jarrold has teamed up with Intersport to revamp its sports store in Norwich city centre

Jarrold has partnered with Swiss sports retailer Intersport to overhaul the family-run department store chain’s 4,500 sq ft Pilch Sports unit on 15-17 London Road in Norwich, next door to the main department store in the winding streets of the city’s shopping lanes. It is the first example of Intersport’s new concept store in mainland UK, and follows the opening of another 4,500 sq ft store in Northern Ireland’s Rushmere shopping centre last December.

The store front has been given a modern makeover to replace the previous outdated fascia. As they approach the store, which has been rebranded as Jarrold Intersport, customers are greeted by enticing windows with dynamic mannequins running or posing with sports equipment.

Inside, shoppers are welcomed into the store by an impressive circular display point, which highlights particular sports, such as cricket or rugby, as the seasons change. A minimalist colour scheme creates a relaxing atmosphere. Walls and floors in different shades of grey are offset by splashes of neon orange and bright white mesh fittings. Digital screens and a large till, cut through with a strip of bright blue in a nod to the Intersport logo, provide focal points around the spacious store.

Jarrold Intersport is divided into clearly defined zones – men’s, women’s and team sports – to help shoppers navigate the space. Light and dark wood delineates the different areas.

The refurbished store has refined its focus, dropping snooker and darts equipment to create a more specialised, fashion-led approach designed to appeal to the “everyday athlete”. Key brands include Adidas, Nike, New Balance and Asics. Jarrold is a member of the Intersport UK buying group, which gives it access to exclusive products and launches.

Another key element is services, which include a 3D foot scanner, gait analysis and racket restringing.

“We wanted to focus on performance and expertise,” Jarrold senior trading manager Tim Shattock tells Drapers. “There can be a lot of noise for customers when they are buying sportswear, and it can be an assault on the senses because you’ve got all the equipment, the clothing, the accessories. This meant it was also really important to make sure the store was comfortable and easy to browse.” 

Readers' comments (1)

  • Eric Musgrave

    Great work here by Jarrold, part of its ongoing policy to reinvest heavily in its retail businesses. But to call Intersport simply a "Swiss sports retailer" is somewhat misleading. It is huge buying international buying group, which in the UK is part of the Associated Independent Stores, or AIS, buying organisation, of which Jarrold is a member. To quote from the AIS website: "We currently have over 90 members operating more than 270 stores in the UK and Ireland and are part of Intersport International Corporation, which is the world’s largest sports retailer in 43 countries and with over 5500 stores worldwide." Could we see some other AIS/Intersport members following Jarrold's confident lead?

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