Howdy and Alchemede knits new Jumper style

Clothing retailer Jumper, part of the Tulchan group, which also owns Sock Shop, is planning to roll out an updated identity and shop concept across its entire network of UK stores.

It is working with Howdy for the branding and Alchemede on the interiors side of the project.

The refreshed store concept and identity will be applied throughout Jumper’s network of 60 stores across the UK. It is the first rebranding project to be carried out by the knitwear specialist.

The identity and store interiors supports Jumper’s strategy to appeal to a broader, younger market, says Sharon Clampin, account director at Howdy.

‘Jumper wants to appeal to a more mother/ daughter market, rather than just the older female audience,’ she explains.

According to Clampin, the shops will now feature lighter wood, wider aisles to aid navigation and better platforms to display product items.

A spokesman from Howdy says the consultancy expects the work to be completed next year, but the concept has already been applied, as a trial, to a store located in Ripon.

Overall, the rebrand is ‘completely new’ and Jumper has scrapped its signature logo featuring a horse jumping over a fence.

According to Neil Smith, design director at Howdy, ‘The old identity and in-store shopping environment has been given a complete facelift.’