Green Room Retail stirs up Aga/Fired Earth store interiors

Aga Foodservice Group has appointed Green Room Retail to create a fresh retail concept for its ten jointly-branded Aga and Fired Earth outlets.

It is the first time the company has drafted in a consultancy to work in a strategic capacity on the design of the shops. Signage, fixture design, graphics, layout and display systems will all be up for a redesign as part of the revamp.

A trial concept will be applied to an outlet in Oxfordshire, and will then be subsequently rolled out over a two-year time period. Successful design elements may also filter out to brand elements of the company’s Aga stores.

‘The strategy is to make the brands sit more harmoniously with each other. This is a substantial brief and it is the first time we are looking at both brands in the retail environment,’ says Jackie Passmore, Aga retail marketing manager.

Aga Foodservice acquired the tiles and furnishing group, Fired Earth, in 2001.