Fitch is to rebrand South East Asia’s leading health and beauty retailer, Watson’s The Chemist, after a six-way paid credentials pitch against one UK group, two from France and two from the US.
The consultancy will revamp the entire 480-strong chain, creating new store designs and layouts, in-store graphics, packaging, communications materials and corporate livery.
Watson’s currently has outlets in Hong Kong, China, Macau, Taiwan, Malaysia, Singapore and Thailand. It is valued at £4.25bn. Two prototype stores in Taiwan and Hong Kong are due to be redesigned by January, with a roll-out due to follow.
Fitch creative director Tim Greenhalgh says: “The Watson’s retail format is a fascinating proposition that could rival any in Europe.
“We look forward to working with Watson’s on developing the concept into the new millennium and furthering its global retail ambitions.”