The Body Shop is planning to roll out a series of concept stores across the world as part of an overall review of its brand, Design Week can exclusively reveal.
The first shop opens in a former Crabtree & Evelyn store on James Street in London’s Covent Garden, at the end of July and will showcase a new look for the retailer. This will include a refreshed brand identity and in-store design.
Further concept stores are expected to launch in the coming months, both in the UK and across Europe, America and Asia. These stores will act as live trials of the most extensive overhaul of the brand in its 28-year history.
The Body Shop logo has been refined to give it a cleaner, more contemporary look and moved on to a sans serif font.
Branding and in-store design will emphasise the retailer’s ethical roots. Signage is also being revamped and packaging is being cleaned up, with in-store cards to explain product contents. This is expected to roll out later this year. The retailer predicts that its profits will fall this year, as first quarter trading results showed that store sales were down 1 per cent year-on-year. Sales in the UK were the hardest hit.
The Body Shop launched its latest, redesigned identity on its annual report, which was released earlier this year.
However, the retailer declined to comment on the wider brand review as Design Week went to press.