Optical stores eye up brand revamps

The optical retail market is gearing up for renewed competition, with both Dollond & Aitchison and David Clulow revamping interiors concepts and focusing more strongly on sub-branded offers.

The optical retail market is gearing up for renewed competition, with both Dollond & Aitchison and David Clulow revamping interiors concepts and focusing more strongly on sub-branded offers.

D&A has opened a Basingstoke flagship outlet, the first in a series of planned new stores, with refreshed interiors based around an updated identity, both designed by Fitch London.

According to Fitch London account director Lucy Unger, the consultancy was briefed to deliver a more positive and coherent customer journey. In particular, the optician is keen to improve communication of its ‘styleyes’ service.

Fitch London has evolved D&A’s logo by dropping the owl symbol and store interiors will change to a lilac and dark blue mix (pictured), says Unger.

The consultancy has also introduced dedicated pods for eye tests, where consultants can discuss spectacle designs with customers, she adds.

The optician will roll out the designs in a number of new and refurbished stores next year. The consultancy is currently working on translating the concepts into Birmingham and London outlets.

Meanwhile, Portland Design has been appointed to deliver a refreshed interiors concept for David Clulow, with a pilot store due to open in February 2003 at Heathrow’s Terminal 3.

Full details are still under wraps, but Portland Design managing director Ibrahim Ibrahim says the retailer is particularly keen to highlight its offer of ‘replicating a pair of glasses within 15 minutes’. The consultancy will create an identity and graphics for this designing service, in addition to the broader interiors concept.

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