Rohan breaks out with JHP formula

JHP has created an interior formula for travel clothing brand Rohan that will be rolled out over the retailer’s clutch of new stores opening next year.

Rohan currently has 24 outlets across the country, but plans to boost this portfolio to around 40 over the next three years. Between four and eight new shops are scheduled to open in 2005, all of which will feature JHP’s format.

The consultancy, which won a three-way pitch for the contract in September this year, was charged with the creation of a retail concept that would communicate Rohan’s brand proposition.

Richard Utting, sales director of Rohan, says: ‘What JHP has brought to the mix is a visual feel to the emotion of travel. It has communicated the central brand proposition – travel unlimited – through use of texture and colour.’

Utting adds that the new design – which includes graphics, window displays and pictures – will not only connect with existing customers, but should assist in broadening the retailer’s appeal.

‘We sell technically advanced clothing and want to appeal to anyone who travels the world confidently; people who travel for a variety of purposes.’

The fresh image will be applied to Rohan’s existing stores, as well as to new branches.

The first phase of Rohan’s redesign was performed by Marking Design (which is no longer trading) last year, when it assisted with the revamp of Rohan’s flagship London Covent Garden store (DW 12 June 2003).

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