Gameplay for Rodney Fitch

Rodney Fitch & Co is rebranding Dixons’ @Jakarta chain of shops as Gameplay, following a deal between the high street retailer and an on-line and direct selling gaming company.

The London design consultancy created the retail identity for the seven-strong chain in 1998 and has been reappointed to develop retail strategy for the new brand, which will begin rolling out later this year.

Gameplay’s UK sales and marketing director Andy Mee says: “We’ve just made a deal with Dixons Stores Group and will be replacing the @Jakarta brand. We are rebranding the stores – it’s important to get the experience into stores. The retail experience is going to change and our brand is well placed to deliver this experience to people.

“The seven existing stores will be rebranded and then we’ll be looking to roll out new ones. There will be a new shop before Christmas and more opening in the new year,” adds Mee.