Currys, the electrical retail chain owned by the Dixons Group, is trialing a new high street store format, developed jointly by Crabtree Hall and the retailer’s in-house design team.
The project will see two stores, in Croydon and Leeds, converted to the new format over the next three to four weeks. They will be trialed for around two months before a decision on whether or not to roll out the format is taken.
“We are taking and reviewing what is happening in the high street, and evaluating it over the next couple of months,” says Dixons design manager George Wilding. The project aims to bring the high street stores up to the standard of Currys’ out-of-town retail park stores. The chain has more than 350 stores in total.
“It has been some time since we looked at the high street as a group of stores,” he adds.
“The main objectives of this project are to expose high street customers to the range and quality of new products available in Currys stores, while creating a more open aspect through simple and effective graphic solutions,” says a Crabtree Hall spokesman.
The consultancy is currently working with Currys to develop other aspects of the brand’s retail presentation.