National Trust makes a First Partnership

Retail specialist First Partnership is designing two shops for The National Trust. The stores are due to open at Birmingham International Airport and shopping centre Bluewater this summer.

Research into public attitudes towards existing outlets found that they are viewed as “shops for tourists” as opposed to gift shops, as well as “old fashioned and cluttered”, contrary to the organisation’s desired positive image.

Consequently, First Partnership has opened up the façade, and created new interiors, graphics and packaging. Reclaimed oak for the floors and timber for the front doors have been salvaged from storm-damaged trees on National Trust land. In-store graphic banners are also featured, highlighting the organisation’s role in caring for the environment and cultural heritage.

National Trust retailing manager Chris Fleetwood says: “The Birmingham International Airport and Bluewater shops are an exciting move for our organisation.”

“Our customers will be made aware that every pound of profit generated by National Trust shops helps us to care for the coast, countryside and historic buildings of England, Wales and Northern Ireland,” says director-general Martin Drury.