Value chain Matalan has launched a department store-style concept with a revamped layout and in-store terminals.
The concept debuted at Matalan’s High Wycombe store, which opened last week on Bellfield Road. The 30,000 sq ft store has been designed by consultancy Checkland Kindleysides to improve the differentiation between departments.
The fashion area has been designed around the idea of catwalks, which have been used to separate womenswear, menswear and kidswear sections. The retailer has also created separate shop-in-shop areas for footwear and lingerie to give the interior a more department store-style feel.
The exterior of the store has also been treated to a new look with a double-height window, which is bordered by two large billboard ads.
Matalan director of store development and visual merchandising Gill Moore said: “It is big, bold and shows off our fashionability.”
Matalan, which has 205 stores in the UK, is also piloting in-store terminals that will give customers access to its entire product range, including online exclusives. The self-service EPoS kiosks will also enable customers without internet access at home to shop its website.
The second store to implement the new concept will open in March in a yet-to-be-revealed location, and it will also be trialled at two undisclosed existing stores in January with a view to rolling it out further if successful.