At True Story we specialise in creating customer journeys at every step of the retail journey, from designing store concepts and visual merchandising, to retail campaigns and communications. Topps Tiles engaged the True Story team in June 2013 to help them create a new high-street store concept, Boutique, the first of which opened in Walton-on-Thames on January 10th. The brief was all-encompassing: From the branding and its positioning in relation to the master brand and initial store designs, through to in-store communications and the shop-fit itself.

The new Topps Tiles store model aims to bring a specific product range to the high street, in an aspirational shopping environment focused on stellar customer service. The range of tiles also includes large format tiles which until this point, haven’t been readily available on the high street. The second Topps Tiles Boutique concept store recently opened in Clapham, with a third to follow shortly, both with revised footprints and customer journeys.