Arcadia opened a flagship joint Dorothy Perkins and Burton store on London's Oxford Street last week, revealing a brighter and more modern look. Burton's range has been revamped with the launch of the Silver Label brand. The Dorothy Perkins collection has also been increased, with more space given to shoes and lingerie to reflect growth in both these sectors.
The revamped store, in Oxford Street's West One mall, measures 15,000 sq ft (1,395 sq m) and features improved changing facilities and lighting. Customers can seek fashion help from a team of style advisors, while VIP changing rooms are available for a more exclusive shopping experience.
Elements from the flagship outlet will be introduced to Burton's 381 stores, 201 of which are joint outlets with Dorothy Perkins. Dorothy Perkins has 557 stores nationwide.