Henri-Lloyd’s new Manchester store, which is a relocation from the Triangle Shopping Centre to St Anne’s Square, follows the concept of the brand’s international stores.
The 2,450sq ft shop is divided into two levels. The brand’s mainstream lifestyle collection - a casual and technical clothing range for men and women based on its sailing heritage - occupies the ground floor.
Henri-Lloyd’s new, younger and more contemporary range HL Jeans Co, launched for autumn 08, is on the mezzanine floor.
The brand’s commercial director Graham Allen said Henri-Lloyd wanted a storefit that would showcase all the collections, in a design that was also in keeping with its trendier new setting. “With the new location we wanted to make a statement with where we are with the brand. Before, we were in a less prestigious position in Manchester, but St Anne’s Square is a more prime and upmarket location.
“The new store is 20% bigger than the previous store and sells men’s and women’s collections as well as our first footwear range. It is based on the storefit of our international stores which have worked really well. We’ve done a few in the UK already and they have had a great reaction.”
The store was designed in a collaboration between Swedish firm Aaa, which designs the international stores, and UK consultancy Checkland Kindleysides. Each of the two levels has a different shopfit to suit the different ranges and target customers.
On the ground floor, the mainstream collection is merchandised around a contemporary-styled environment featuring walnut floors and shelves with stainless steel and glass counters and fittings. “It also has white timber and leather - we wanted to create a look a bit like an upmarket beach house,” says Allen.
HL Jeans Co is aimed at a 15- to 25-year-old customer. Its shopfit on the mezzanine floor comprises raw finishes with reclaimed timber, vintage furniture and a painted floor. Projections from the brand’s website also adorn the walls.
Lighting is treated differently in the two areas. The mezzanine floor has big arc lights and a painted-out ceiling, while the lifestyle collection on the ground floor features contrasting pools of light and shade with more specific lighting on product.
Props are used throughout the store, with the sailing heritage dominating the mainstream area, and more of a 1950s and 1960s retro feel on the mezzanine floor. Mannequins in LED-lit cubes are used to highlight the key looks of the season.
Various graphics including decal transfers and stencilled and printed images also cover the walls. Window displays, meanwhile, are changed every four weeks.
The shopfit is being rolled out to other UK stores and 16 House of Fraser shop-in-shops.
Size of the Manchester store
Number of standalone Henri-Lloyd shops in the UK
The year the brand was established