Premium Menswear brand, Henderson have unveiled their new store concept to be launched across their store network throughout Russia. The concept aims to capture the Henderson ethos of ‘affordable luxury’, facilitating an exceptional customer experience, whilst positioning them as a more contemporary brand that appeals to a younger audience. The cool grey fascia presents Henderson’s new branding with their trademark ‘H’ crest, which has been subtly embossed into the plinth at the base of each window and featured on the entrance pillars.
The window provides a glimpse of what customers can expect to see inside, confirmed by the aperture in the back wall, which allows a view into the store beyond. One window is dedicated to presenting Henderson’s formal range whilst the second displays their casualwear collections. Each window is supported by large lifestyle graphics, mannequins and display plinths.
Low level furniture has been designed to provide clear views across the floor, to allow customers to navigate and shop with ease. And whilst casualwear is presented at the front of the store, and formalwear towards the back, the two are adjoined by accessories at the centre of the space, encouraging customers to browse the whole store. ‘Wardrobe’ displays were introduced to create focal points and showcase collections in-store. These flexible spaces, create opportunities for more adventurous merchandising displays.
To the rear of the store the ‘shirt wall’ takes centre stage, with informative headers and illustrated graphics communicating the range of fits. A framed archway provides an entrance to the fitting rooms to the right, and to the left customers can find a cosy, more private space, where they are introduced to Henderson’s bespoke tailoring service. The made to measure area, called ‘SuMisura’ offers a premium service that is the epitome of Henderson’s ethos of affordable luxury.
The spacious fitting rooms feature sumptuous carpets and large illuminated mirrors, where customers can enjoy the experience, whilst friends and family can relax in lounge chairs. Adding theatre to the space is the ‘Alteration station’, where simple alterations can create the perfect fit. Overall the concept has been successful in providing Henderson with a new design for their stores which allows them to optimise the presentation of their collections and communicates their quality and service values which are at the heart of the Henderson brand. Three stores are already open in Moscow, as well as Saint Petersburg, Krasnoyarsk and Pyatigorsk, with more planned as the business continues to expand.
Designed by Briggs Hillier
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