High performance clothing-tofashion brand Henri-Lloyd will open a 279m2 concept store in London’s Carnaby Street next March, designed by Leicester-based Checkland Kindleysides.
The first UK outlet to showcase ‘the full breadth of the brand’, the project is thought to be worth a six-figure fee to the consultancy.
Henri-Lloyd’s two existing shops represent either end of its offer – men’s and women’s leisure sportswear and protective, ocean-going garments for professional sailors – according to fashion marketing manager Daniel White. The design brief for the Carnaby Street store is to create an experience that conveys the brand’s ‘premium middle market’ appeal, he adds.
‘The brand rarely gets the opportunity to show its full breadth,’ explains White. ‘All the elements – from sailing and sportswear to footwear – will be given a full explanation.
‘The store is big enough to do it properly [so] we’re going back to the drawing board on design to make that step up.’
The project is now at the ‘late concept’ stage, says White, with work on site expected to commence ‘after Christmas’. The store format involves four zones, including performance clothing and the men’s and women’s ranges. Zones will have ‘some consistency’ in their layouts, but different finishes and graphics will signal ‘mood changes’.
Checkland Kindleysides managing director Jeff Kindleysides says, ‘The main objective is to provide a contemporary environment [where] the brand can evolve and communicate its essence without alienating customers.’
The consultancy was appointed in June after a three-way pitch.