Interior design specialist RPA Vision has devised a new retail concept for traditional sports brand Musto, ahead of its dramatic UK expansion plan.
The 35-year-old sailing and country sports retailer is expanding its offer into the UK high street, with the opening of 15-20 new stores over the next 12 months.
Musto begins its UK roll-out this Friday with the opening of the first new Musto store in Brighton, with a contemporary sales environment created by RPA Vision, which is also responsible for the project and contract management.
The group was appointed last June following a five-way competitive pitch, because it was able to offer the retailer an integrated end-to-end solution – from design to delivery – claims RPA marketing manager Janine Leadbeater.
‘Going on the strength of our previous work with brands such as Dunhill, Tommy Hilfiger and The White Company, we were well suited to Musto’s push on to the high street,’ says Leadbeater.
‘What was primarily a niche online sailing and sportswear brand is now moving into fashionable lifestyle and everyday wear – with outstanding technical performance,’ she adds.
The new stores will range from between 90-100m2 and will feature innovative performance demonstration areas, such as ‘rain tubes’ to show the quality of waterproof products.
RPA creative director Nigel Collett says, ‘The environment has been developed to reflect the inherent technical and performance characteristics of the clothing range. Rubber, marine plywood and hard white lacquered surfaces have been selected to reflect Musto’s brand heritage.’
The design brief also embraces the restyling of Musto’s ten existing stores, concessions and exhibition stands.
Musto retail director Paul Rooke believes the new store concept successfully incorporates the strength of the company’s brand heritage, while ‘helping the brand resonate with a broader audience’.