Umbro strikes out in Lillywhites with VL2

Sportswear group Umbro has launched a new “shop in shop” format at retailer Lillywhites’ revamped Newcastle store. The format is to be introduced to three more Lillywhites stores, five Champion stores and a number of Sports Division outlets.

The new environment was designed by VL2, a spin-off strategic consultancy launched by display and point-of-sale design group Visual Line.

VL2 was launched last week at the Retail Innovations show, but has been operating since late last year. It is a multidisciplinary group producing retail, leisure, graphics, exhibition, packaging and product design.

Six designers are currently employed by VL2, working under creative director Steve Wright.

Umbro’s new format is aimed at a broad audience, with the intention of increasing in-store brand awareness. It is based on football stadium architecture and manufactured in silver and Umbro’s corporate blue.