Millet tries on a new image

Outdoor clothing and equipment chain Millet’s Leisure is undergoing an image overhaul with interiors by Crabtree Hall and graphics by Davies Baron.

The 160-strong chain is to trial the new concepts at three existing stores and will then consider a roll-out across the whole chain.

No date has been set for the opening of the first site, and there are no plans to expand the chain, says Millet’s Leisure marketing manager Vicky Ibberson.

Crabtree Hall won the project against four other unnamed shortlisted consultancies. Davies Baron’s work includes the chain’s identity and signage.

Ibberson denies the company is looking at a new out-of-town concept (DW 24 May).