Four IV sets strategy for Bentalls

Four IV has beaten John Herbert Partnership and FutureBrand in a three-way pitch to create a new retail strategy for nationwide department store chain Bentalls.

The London design group will initially develop a format for the group’s flagship store in Kingston-upon-Thames, which will be presented to the Bentalls board later in the year. If it is approved, some of the new elements may be implemented into the other six outlets.

Bentalls chief executive David Elliott aims to achieve more “consistency” across the chain if the revamp is approved. “I want us to have a proper blueprint for what stores look like. We want to have one consistent approach as it is much easier for customers.

“Ultimately, we’ll be doing the corporate identity, too. All the groups we spoke to were very good, but Four IV has a lot of imagination,” he adds.

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