Lee Cooper has confirmed this week that it has taken on Easytiger Associates as its European retail design strategist, as the company opens its first-ever standalone store in London’s Carnaby Street. The Derby-based group will work on brand positioning and graphics, in addition to retail strategy. Its identity for X-Line, Lee’s revamped Rosco label, is due to be launched in March 2004.
‘Our role will be to maximise the leverage of the brand’s collections,’ says Easytiger managing director Adam Devey Smith. ‘We are currently completing image materials across [in-store labels] 101, Union Alls, Originals, Youth and Core.’
Lee Cooper Europe marketing manager Jan Colpaert says Brussels-based Creneau International, the design group behind the Carnaby Street outlet (pictured), continues to be the lead retail interiors consultancy.
Arranged over a ground floor and basement, the 200m2 shop is the first to deliver the Lee jeans brand experience under its own roof. The design mixes concrete and distressed wood, alongside slate, zinc and unpolished steel to give ‘an untreated, industrial feel’, while ‘reflecting Lee’s heritage in a modern way’, says Colpaert.