Boots kicks off Asian foray with store by Coutts

Coutts Creative has designed the first standalone store for Boots Retail International in Hong Kong, as the company moves to grow share and build brand awareness in the Asian market.

The retailer has had a presence in Hong Kong since 2002, with concessions in local personal care chain Watson’s, but this is its first dedicated space.

Coutts Creative managing director Nigel Stern says the group was briefed to create a ‘premium environment’ to showcase a limited selection of Boots brands.

The store focuses on the service products, in particular make-up and well-being.

It includes consultation areas for makeovers and is ‘service-oriented and inspired by premium beauty hall environments’, says Stern.

Stern would not speculate on the likelihood of a broader international roll-out of the concept and Boots Retail International declined to comment on any aspect of the store.

Coutts Creative design director Matt Pickering was creative lead on the project.