Fashion store cuts new look in northern Europe

Amsterdam group SVT Creative Consultants has redesigned interiors for 80-strong fashion chain Superconfex. The out-of-town chain, which has stores in Belgium, France and The Netherlands, is rolling out the new concept across its 65 sites in Belgium.

Amsterdam group SVT Creative Consultants has redesigned interiors for 80-strong fashion chain Superconfex.

The out-of-town chain, which has stores in Belgium, France

and The Netherlands, is rolling out the new concept across its 65

sites in Belgium.

“There was no pilot – Superconfex decided on an immediate roll-out,” says SVT managing director Laurent Volleberegt.

The new interiors are part of a repositioning exercise for Superconfex, according to Volleberegt.

“Superconfex wants to position itself as a source for a broad range of fashionable, quality clothes at low prices, as well as appeal to younger customers,” he says.

Key changes include breaking up the large size of the stores – which are 500-2000m2 – with walls and free-standing display elements. Separate areas have been created for women’s, men’s and childrenswear departments.

Store exteriors and graphics have also been redesigned as part of the project.

SVT beat Fitch and Euro RSCG to win the project after a paid strategic pitch.

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