High Street exploration by Karrimor

Outdoors brand Karrimor is planning to expand its retailing activities if a new concept store in London’s Fulham Road, using a format by Leicester group Knox, proves to be a success.

The store aims to evoke characteristics of the archetypal British explorer by being warm, eccentric and nostalgic. It also includes a walk-in fridge and a room which can replicate wind and rain to test outdoor clothing. Its opening last week coincided with the introduction of a corporate identity created by Stephen Male Studios in London.

The store is Karrimor’s first. It is introducing new and more fashionable product ranges, says Knox managing director Martin Knox. The consultancy is working on a store-in-store format for the brand, and more standalone stores may follow.