Saxone sizes up new look

Lumsden Design Partnership and Light & Coley have jointly won a credentials pitch against one other bidder to redesign the Saxone chain of shoe stores. Saxone is owned by the Stylo Barrett group.

Light & Coley is working on the graphics for the project while Lumsden Design Partnership is developing interiors. A pilot new-look store will open in north London during May. If successful, the design will be extended to the other 34 UK Saxone stores.

Stylo Barrett’s intention is to reposition the chain as a fashion brand aimed at 20- to 45-year-olds in “the Next market”, says Callum Lumsden.

Saxone was previously part of Sears’ British Shoe Corporation, and was one of the brands acquired by the ill-fated Facia group. It is generally considered to have been badly neglected over recent years.

Parent company Stylo Barrett is now thought to be the second largest shoe retailer in the UK.