Crabtree & Evelyn will launch a boutique-style retail format in its relocated Covent Garden store this month and plans to roll out the new look across its 350 outlets throughout the world.
The moves come as part of a wide-reaching brand overhaul set in place by creative director Robin Anderson. ‘The store concept has not been properly addressed since its inception 35 years ago. We are now approaching all elements of the brand to create a more contemporary and lifestyle feel,’ he explains.
The Covent Garden Market shop in London will present a lighter, more ‘natural’ appearance with ‘earthier finishes’, according to Anderson. The concept will move away from fixed wall units, towards furniture and ‘room-based’ presentation of products.
The format will be honed and then applied to the Crabtree & Evelyn estate, which includes 40 stores in the UK. ‘The idea is to end up with a consistent global look,’ says Anderson, who joined the luxury toiletries and food retailer a year ago and has since built up a seven-strong design team.
‘We are trying to develop relationships with young British designers and we have three products coming through at present. Companies like ours should help the promotion of young designers,’ he adds.