The latest incarnation of Next’s evolving concept can be seen in the high profile, recently refurbished and expanded Trinity Centre in Leeds. The 3,200 sqm store features new concepts for men’s
and childrenswear, as well as an updated women’s and home concept – all developed by Dalziel and Pow in conjunction with the in-house team at Next.
The men’s offer is more urban than its predecessors, featuring a more textural palette than before. Natural concretes and timbers are evident in the architectural shell and the introduction of
new product-focused treatments for footwear and denim have reinvented the look of the store.
The kid’s offer is more streamlined than ever, paring back the architectural shell to a limited number of finishes, layered with timber and steel fixtures to create a very grown-up feel to the area. Large-scale signage and VM support create shops-withinshops for Boys, Girls and Baby, all within the simple backdrop and with an almost Scandinavian purity.
Womenswear emphasises different zones with a variety of VM treatments – for smart, casual, footwear and accessories. A new zone dedicated to lingerie will enhance the offer, in an attempt to lift sales and match its online performance The result is as strong as Next has looked for some time, reiterating the brand’s strategic commitment to physical stores in conjunction with a burgeoning web offer.
Next’s success cannot be attributed to any one factor of its business, rather to the continuous investment across all aspects of the brand. We are continuing to develop new concepts for Next, working on the local store level, as well as some more ambitious, higher profile developments due to launch in 2014.
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