New store is a total rewrite of the gifts and greetings card retailer’s format.

Clinton Cards’ new-look store on Cheapside in the City of London is an almost total rewrite of the retailer’s store appearance, internally and externally. As well as the muted cherry red fascia, the logo states merely Clintons (in contrast to many branches, which remain Clinton Cards) and a new faux-handwritten font has been employed.

In-store a dark wood plank floor replaces the apricot carpet of old and the slatwalls used to house the card offer have been modernised. Birch veneer mid-shop equipment is mirrored around the perimeter which has a navy blue surround in its upper reaches.

In terms of layout, the rear half of the store is devoted to greetings card gondolas while the front portion of the shop is home, principally to gifts and soft toys. The retailer has set aside £16m to revamp its 400-store estate.