Designer womenswear indie Bernard of Esher in Surrey has revamped its store and rebranded as Bernard Boutique.
Store director Nikki Rapaport, daughter of owners Helen and Barry Rapaport, joined the business in October from her role as head of retail at premium brand Nicole Farhi and decided to update the look of the shop, which first opened 33 years ago.
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“Although we had all the contemporary brands we didn’t have the packaging for it. It needed to look a little cooler,” she said.
Brands stocked include Alexander McQueen, Stella McCartney,
J Brand and Acne, but for spring 12 labels such as Helmut Lang, Mulberry and Christopher Kane will join the line-up.
The shop name and logo were changed to create a more trend-led look. The storefront has been given a cement covering and the new logo features bold lettering.
Rapaport is now working on an updated shopfit and branding on items such as carrier bags.
An event will also be held on September 15 in conjunction with premium brand Acne to celebrate the store’s new look and the start of London Fashion Week.
Rapaport said trade in August had been “really quite bad” so far, but added: “This week it has picked up a bit and some of our regular customers have been coming in and spending £5,000 to £6,000.”