The Body Shop launches revised store formats

The Body Shop founder Anita Roddick is considering changes to the retail group’s long serving “pod” identity.

The marque, which Roddick describes as “having been done by some kid in Brighton for 25 quid” in the early days of The Body Shop, was designed to fit on small round labels.

Roddick now says that the logo overwhelms the name of the store, which is too small in relation to its surrounding. “That can’t be right,” she adds.

Roddick has not linked any design groups to the identity review, but industry sources suggest that the The Partners has been involved in discussions. The Partners client services director Gareth Williams could not comment on whether the consultancy is in talks with the chain over its marque.

Speaking at the launch of the chain’s new store format in Brompton Road, Kensington, Roddick suggested some element of the familiar pod may remain, but in a different form.

The revised store format, simultaneously launched in Soho’s Great Marlborough Street, introduces a new colour scheme featuring orange and purple tones. The traditional Body Shop green is used sparingly as a visual cue to shoppers.

New merchandising techniques have been employed to make product locations clearer, and new freestanding island units have been brought in to allow easier circulation. The new concept was designed in-house.

A selection of services, including full massage, is available in private treatment rooms at the Brompton Road store. The initiative will be expanded to further selected stores if successful.