North-west urban brands retailer Dr Kruger is introducing a revamped store concept and identity by Rawfish, which may roll out to its four-strong chain of shops.
It is the first time Dr Kruger has worked with an external consultancy. It previously undertook store design in-house and had ‘several’ conflicting identities, says Rawfish founder Andrew Barlow.
‘Dr Kruger needed a more cohesive look,’ he says. ‘We’ve aimed to give it a more of a personality.’
Rawfish has completed initial concepts, Barlow adds.
The revamped shop opens in Preston in November, joining stores in Lancaster, Wigan and Blackburn. The Lancaster store may be updated at a later stage, but it’s ‘early days’, says Barlow.
Rawfish was appointed on the strength of a short credentials presentation after a referral from another consultancy.