The Speciality Retail Group is planning to open at least six more Racing Green outlets across the UK, with a revamped interior concept created by RDC Foley Cooke, as part of a long-term strategy to reposition the brand.
The company is ‘looking at various London sites’ and hopes to open new stores in Bicester, Oxford and St Christopher’s Place, London later this year, says Stephen Hartley, SRG operations director.
The revised interiors will roll out across the existing Racing Green network; the first phase is to refit the flagship store in London’s Regent Street, due to launch in April.
As part of the project, Racing Green is also replacing its mail order catalogue offer with a new website. Next month the company will appoint a digital consultancy to create it.
The company is also developing Racing Green concession sites for the first time, which will be located in all SuitsYou retail outlets, also owned by SRG.
RDC Foley was appointed to the project last year. It has created a ‘brighter, more modern, European feel for the interiors’, says Michael Foley, RDC Foley Cooke director.
SRG is seeking to reposition Racing Green as a leading menswear retailer, following a rebrand carried out by an in-house design team last year. It ceased trading in womenswear two years ago and introduced its first suit range five months ago.
RDC Foley is also working with SRG to create a revised retail format for Suits You. The first ‘design template’ store is due to open in Cork, Ireland on 1 March.