Rawls & Company has been appointed to develop a complete rebrand and retail concept for department store Clements, for a fee of between £100 000 and £500 000.
Clements is to sell off its existing store in Watford, which focuses on fashion and perfumery retailing, and will move to a new site, also in Watford, to concentrate on the homewares market. The new site is expected to open at the end of June.
The identity work includes design of the in-store graphics, staff uniforms, liveries, literature and the “possible” redesign of the company’s website, according to Rawls & Company design director Tim Butt.
“We are creating the brand from scratch and will give the new store a contemporary look,” he adds.
The new 3716m2 store will offer homeware products over four levels and will also feature a restaurant, contemporary furniture gallery and a centrepiece, fullheight graphic wall.
Rawls & Company were awarded the contract following a recommendation.