German fashion retailer Wehmeyer has launched a reinvention of its stores, with design and positioning by UK consultancy JHP.
Private equity enterprise SB Capital Group and Miro Radici acquired the 44-strong chain from Karstadt in 2005, with a view of repositioning the brand in an attempt to launch it as the ‘leading mid-market fashion retail brand’.
JHP was handed a brief to ‘bring clarity to the stores and enable Wehmeyer’s new own labels, shoes and accessories to sit effortlessly alongside established brands’.
The consultancy has used laminated black gloss fixtures for accessories, limestone flooring, neutral white walls to highlight colours of clothing, as well as timbre-veneered fixtures in the womenswear department to ‘accentuate femininity’.
Additionally, the lighting features suspended linear directional slats to guide customers around the store from above. Illuminated floating panels for graphics at display areas and Neon lighting to add colour throughout the store environment have also been added.
Wehmeyer plans to roll out the new concept across its 44-store estate in Germany.