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Shopwatch: Lazy Oaf

In its expanded London store, Lazy Oaf has created a single shopfit that is versatile enough to show off its striking creations.

It’s nice to present things in an expensive manner but at a totally accessible price point,” says Gemma Shiel, owner and founder of Lazy Oaf, about the young fashion brand’s sleek new London shop.

Lazy Oaf, which won the Short Order Brand of the Year prize at the 2011 Drapers Awards, has been at its 2 Ganton Street address, just off Carnaby Street, for a little over 12 months. Earlier this year, it opted to refit and expand the store after deciding to make it permanent.

“We took it on as a pop-up shop before we decided where we wanted to stay, but we’ve done so well here that we decided to make it our home,” says Shiel of the brand’s only standalone store.

“It needed some love and attention to bring it up to date though.”

Working with interior design firm Atelier Kenelm, Shiel has certainly achieved that. Having doubled its footprint by turning its 400 sq ft basement into an extra selling floor, the success of the store’s smart new look is the way it maximises the modest space to show off its product, which retails from £7 for accessories to £127 for outerwear.

A pared-back palette of pastel pink and monochrome black and white interior allows Lazy Oaf’s bold and often colourful clothing to shine, while Shiel’s minimalist and “almost conceptual” approach to merchandising means the store never feels overstocked or busy.

Flexibly and adaptability are key, with simple fixtures and fittings that can be moved easily around and rearranged, allowing for a range of different products to be merchandised in numerous ways. Wall-hung modules and an array of box-like elements, which in fact double as storage units, can be endlessly reorganised to create freestanding plinths and display platforms, all easily removed to make space for the many in-store events.

While this temporary and flexible style could look cheap, sturdy well-made fixtures, quality materials such as thick wood and marble and a high-quality finish all lend a premium feel. It’s safe to say the team have been far from Lazy Oafs when it comes to this design.

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