Intersport revamps identity and retail interiors

Sports retail brand Intersport is to redesign its store interiors as it prepares to launch a new retail identity.

Intersport parent company IIC Intersport commissioned London-based design consultancy CADA Design Group to carry out the project, following a paid creative pitch. It also appointed Kunde to handle research.

A trial of the redesigned store layout will begin early in 2009 at an unnamed site in Sweden, before being rolled out globally.

According to David Anderson, CADA director and creative designer on the project, the pattern of this roll out is yet to be decided. ‘It will be down to each national organisation,’ he says.

The redesign will include a fresh identity, clearer signage, improved in-store navigation and updated merchandising equipment.

Anderson says his group has been working with Intersport for seven years, and this latest project has been driven by structural changes in the sports market.

He explains, ‘There is a significant shift in the age and the sex of the buyer, and there are now many more mono-brand sports retailers.’

‘The life cycle of this project will take seven or eight years and five years to proliferate’, he adds.