Bonmarché has begun rolling out updated shopfits, which are intended to reflect the evolving tastes of its customers.
Last week saw the opening of its second revamped store in Uxbridge, Middlesex, following the initial launch of the concept in Coventry on August 22.
The new-look store includes wooden floorboards, new fixtures, island merchandising and seating areas, as well as finishing touches such as chandeliers and plants. The fitting rooms have also been overhauled to create a more relaxing space with magazines, seating and doors rather than curtains.
The trial will continue throughout the UK, both with full refits and “hybrid” makeovers that will include elements of the programme, such as flooring, fixtures and fitting rooms. A spokeswoman said the trial would continue “through the course of the next year”.
Bonmarché head of brand Steve Tearle said its team had conducted extensive customer research to get the right concept for its 50-plus female demographic.
“Our ethos is affordable luxury,” he said. “Our product has moved on so much we wanted to encapsulate that in our store environment.”
At the Uxbridge store’s launch on the morning of Friday October 4, queues formed outside the store, which had been shut for three weeks.
Designer David Emanuel, whose long-running collection at Bonmarché has been highlighted with its own branding and fixtures as part of the shopfit, told Drapers the retailer’s range and store layout reflected the changing tastes of its customers.
“Tastes are more sophisticated now and this refit takes us into a new era, one that properly reflects what our shoppers want,” he said.
Earlier this week, Bonmarché announced it would begin selling clothes in garden centres as part of a tie-up with The Garden Centre Group.