Ryness, the London-based lighting and electrical goods chain, has appointed The Nest to revamp its retail estate and create in-store communication materials as part of moves to expand and modernise the brand.
The retailer has 12 stores and an electrical showroom within the M25 area. It plans to expand to ‘in the region of 20 stores’ over the next two years, says Ryness commercial director Andrew Lindsay.
According to Lindsay, the company is seeking to give the chain a more contemporary and commercial image, but The Nest was also briefed to ensure the group retains its ‘local electrical store’ proposition.
‘We’re looking for a more modern [brand], but not one that is too upmarket,’ he explains. ‘It’s important that we continue to project an image [that represents] that we are a local, good value store.’
Lindsay says the company’s identity is not a major part of the brief, but may be ‘tweaked’ by the The Nest. In-store communication will focus on the retailer’s additional services, which include sourcing specialist products.
The Nest was appointed following a competitive creative pitch in May, against an undisclosed number of groups. A spokeswoman for the group confirms the appointment, but says it is ‘too early in the creative process’ to give details of the approach it plans to take for the store designs.
The first shop to reflect the revamped look will open by September and will be a new outlet in the London area. The existing estate will be retrofitted from the autumn, says Lindsay.
Ryness, founded in 1961, was a family-owned company until 2002 when it was acquired by Epic.