Boots the Optician brings in BDG McColl

Boots the Optician is working with retail design specialist BDG McColl on store interiors and graphics, in a bid to explore “new ways to present our in-store environments”, says a spokeswoman for the high street chain.

BDG McColl is currently working with a project group formed of staff from Boots the Optician, she says. The results of the programme are likely to be applied across the 286-strong Nottingham-based chain.

The in-house group is looking at a variety of design elements with the consultancy, but the spokeswoman refuses to comment further until the project has been announced to staff. This is expected within the next month.

A BDG McColl spokeswoman also declines to give any comment on the nature of the project.

Opticians chains are increasingly using design as a method of differentiation. Dollond & Aitchison has introduced store formats created by Rodney Fitch & Co, and packaging by Brown Inc as part of a 10m spend on its store portfolio over three years (DW 29 May). Vision Express used London group Silver & Co to create its two Oxford Street flagship stores.