Creneau turns tide on O’Neill stores

Sportswear company O’Neill Europe has appointed Belgian design and communication consultancy Creneau International to revamp the look of its stores across Europe.

The group was chosen following a four-way pitch last month to revi- ew the presentation and design of the chain’s European retail estate. Creneau will now conduct a ‘thorough’ review of O’Neill’s retail communications, from the store format and graphics to the use of point-of-sale material. Once this review is complete, it will make recommendations to O’Neill regarding the development of in-store communications.

The first fruits of the new designs are expected to emerge in spring next year, when they will start to roll out across the company’s European outlets, according to a Creneau spokeswoman. The consultancy will also begin work immediately on O’Neill’s autumn/winter 2005/6 season.

The project will be led by Peter Vandeven, head of design at Creneau International, and Peter Ottervanger, European retail manager for O’Neill Europe.

‘We were chosen for the work because after holding interviews [with the other pitch consultancies] O’Neill decided that Creneau best understood what the brand stood for,’ says the spokeswoman. Creneau has previously worked with Converse, Coca-Cola Wear, Adidas and Fila.