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White Stuff to focus on service at new flagship store

Lifestyle retailer and brand White Stuff will return to the grass roots of independent retailing and focus on service and in-store theatre to drive sales when it opens its flagship store in Edinburgh next month.

The 6,000 sq ft store on George Street will be White Stuff’s largest to date and will cost twice the amount of a usual store opening.

White Stuff creative director Lee Cooper declined to say how much the store had cost but told Drapers: “We’re looking to bring back the spirit of an independent retailer with service and in-store experience. It is a theatre spectacle.”

The shop is on the site of the old Gray’s department store and covers two floors. The store concept is based on the idea of ‘bringing the outdoors in’ and has a 1970s Magic Roundabout-style carousel with turning mannequins and a tree reaching up two floors.

Changing rooms have been designed in the theme of The Lion, the Witch and the Wardrobe. Customers will be able to step into a ‘wardrobe’ changing room and be led to different themed rooms. The changing room space also features a mirror with technology that enables customers to take pictures of themselves and then email them to friends. It is also trialling handheld tills in store.

The retailer has 67 UK shops and plans to open a eight more before Christmas. It aims to roll-out some elements of the new store concept to other new stores.

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