Outdoor specialist Blacks has unveiled its first new-format store in London, in an attempt to push its outdoor offer into the fashion arena.

The retailer has re-opened its Kensington High Street store with a fresh logo, fascia and store design. Blacks chief executive Neil Gillis, who joined in November last year, said: “Traditionally, outdoor gear has been retailed in a dull way. We want to become the outdoor arm of fashion.”

The Blacks fascia has been updated and each brand is represented on “brand pods”. Each pod is on wheels and carries several products for one brand. Stock was previously merchandised in product lines, such as jackets or trousers.

“The pods allow customers to see the whole range of a particular brand and, because they are on wheels, we can move them to the front or back of the store, depending on that brand’s performance or the season,” said Gillis.

The shopfloor also contains about 15 per cent less stock to give product lines more space. In addition, all stores are now being sent two different window displays, which can be changed according to the weather.