Revolution puts new spin on retail chain

Low-cost retail chain What Everyone Wants is testing a new name, The Store, and a new format at three locations; Glasgow, Livingston and Gateshead. The new logo and redesigned interiors are by Revolution.

Revolution is working on a further five stores, which will be tested in the new year if the current trials prove successful. The 82-strong chain is hoping for a full roll-out across all its stores.

Based primarily in Scotland and the north, What Everyone Wants had taken a nose dive, according to Revolution design director Derrick Pover.

Pover says: “What Everyone Wants was always a discount operation, but it was on a downward spiral. Our brief was to remove the stigma of shopping there and make it a good value shop – an IKEA of the fashion world, if you like.”