The retailer opened a pilot new-look store at Victoria Square in Belfast last month, which provided the template for its opening last week in Hanover, Germany, and this week at Westfield London. Crabtree & Evelyn property director Philip Jenkins said the format will be rolled out to new stores across the EMEA region and existing shops will be refurbished over the next “few years”.
“The brief for the new store design was to focus on the product, use natural materials and create a comfortable as well as luxurious mood,” said Jenkins.
The design uses sinks and a tester bar, where customers can try the products, to provide “in-store theatre”.
“We had grown old with our customers and there was no strong consistent store image in our portfolio,” said Jenkins. “Each of our UK stores has a different look, so we needed something to modernise our brand without alienating our core customers.”
Crabtree & Evelyn has also revamped some of its product packaging and introduced new lines. This month it launched Aromatherapy Distillations, featuring 39 products in three themes – relaxing, revitalising and purifying.
The retailer will also repackage its Florals range to give it a contemporary edge.
“We are keeping the heritage of the brand in our use of natural ingredients, but we also know we need to modernise the range,” said marketing manager Bretton Essex-Evans.
“Some of the core ranges such as Florals just needed re-packaging. The aim of the new products is to expand the range to pull in a wider target audience.”
Catie Callender joined as managing director, EMEA, earlier this year to introduce a fresh brand position.