High street fashion chain French Connection is rolling out a new worldwide retail format, designed by London consultancy Din Associates.
The format will be launched at the group’s new London flagship store in Oxford Street, which opens in October. A month after the opening of the London store – the biggest branch yet – French Connection will launch its flagship San Francisco outlet.
French Connection chief executive Stephen Marks says: “We have been an advocate of the large store format for a while and believe it has worked well for us. We believe this new venture will serve to underpin this success.”
Din Associates design director John Harvey says the group has been developing designs for the past six months. “Ninety per cent of the London stores will be new concept, but there will be some old concepts too,” he explains. “Once the concept is proven in London and San Francisco it will be rolled out to continental Europe, Asia, Australia, the US and the Middle East.”
Harvey says the retailer’s heritage had to be considered in the revamp. “The brand has changed since we started working with French Connection over ten years ago… There are now more non-fashion brands like healthcare and beauty. The redesign has to manifest the brand through all its areas,” he says.