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New Look pushes button on store refits after trial success

New Look will begin rolling out a new store concept after four trial stores “massively” outperformed equivalent stores in the rest of the business.

Eight stores a week will be refitted from May, and by the end of the financial year (March 31) up to 150 of the fast- fashion retailer’s 629 UK and Republic of Ireland stores will have been converted.

The format, introduced in High Wycombe, Nottingham, Taunton and Dorchester from December, features increased space for easy navigation, reduced clutter and higher-spec fixtures. It aims to emphasise New Look’s key categories of denim, footwear, ‘going out’ and ‘casual’. 

According to New Look customer and multichannel director Guy Lister, the trial stores are “massively outperforming” the chain as a whole. He expects the Dorchester store, which reopened last Friday (April 20), to double the numbers taken in the branch in the previous year.

The trial stores, designed by consultancy Checkland Kindleysides, vary in size from just under 2,500 sq ft at Dorchester to 29,000 sq ft at the Nottingham “brand flag” store. 

Lister admitted that with the push to “double last year’s online turnover of £72m”, some of New Look’s 676 stores may prove surplus to requirements. He said that as lease renewals come round over the next two years, up to 50 stores could be shuttered.

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