JHP reels in Wrangler flagship job

Global jeans brand Wrangler is set to open its first ever stand-alone retail outlet, with interiors designed by JHP.

The consultancy, which won the commission after a three-way paid pitch, has been working on the project for more than six months. The 150m2 store opens next month in Manchester’s Trafford Centre and will act as the company’s global flagship.

According to JHP joint managing director Steve Collis, Wrangler will use the store to build brand awareness and gain a greater understanding of its customers. In the past, it has sold exclusively through concessions stores.

A further ‘one or two’ shops may be considered for European capitals such as Madrid and Paris, according to Collis.

Wrangler’s ‘thematic platform is the Spirit of the West’ and the store will play on the brand’s cowboy heritage, ‘but with a European sense of irony and wit’, adds Collis.

The Manchester flagship has an oversized chrome bull in its window, as well as a double height entrance arch in the brand’s trademark yellow. This colourway is repeated on in-store furniture, including wardrobes and fitting rooms, which also feature blue stitching – the reverse of its denim products. Fitting rooms also sport saddle chairs by Philippe Starck.

JHP has employed a ‘raw palette’ of finishes, including a pebble stone and screed floor and hanging metal cages for mannequin displays. The cash desk and other fixtures are set in stainless steel and etched to reflect the detail in a cowboy boot. Lighting includes a giant neon lasso.

Vinyl wall murals will be updated seasonally to complement the retailer’s advertising campaigns.