AllSaints is rolling out a new store concept globally as it continues to bolster its international store portfolio, Retail Week can reveal.
The new format comes as part of the retailer’s bid to make its stores “lighter” and “more feminine” while still retaining its industrial brand DNA.
AllSaints said the new format includes new colours across its interior, the reintroduction of its AllSaints turbo sign and new curved walls to showcase its non-apparel collections.
The new design concept has so far been rolled out in nine locations globally, including Cardiff, Dubai, New York, Las Vegas, Los Angeles, Shanghai and in three stores in Taiwan.
AllSaints said the Trafford Centre, Manchester, will be the next location to welcome the new format, at some point next year, and that it will be introduced to Selfridges London this November.
The retailer also told Retail Week it is currently working with John Lewis to bring the essence of its new concept to five department stores across the country.
AllSaints chief operations officer Catherine Scorey Jobling told Retail Week that, while the new concept is being rolled out in all new stores, it would be wasteful to refit a store that is not in need of a revamp and still performing well.
“We don’t want to be wasteful,” she said. “Moving stores, moving locations or needing to refit the store is how we define which need to have the new concept. I just don’t think it is good to throw out something that is perfectly good enough.
“We are also working with John Lewis to look at five of their stores to add a bit of our handwriting because, at the moment, we are just in the John Lewis space. We are making it bespoke and using the essence of the new concept to bring that into its stores.
“There are different ways of doing our new concept. We can do it in the full rollout way, but in a department store environment we don’t have the luxury of redoing the floors or walls and we have to work within the parameters, so there are different depths of the new concept.”
Scorey Jobling added that AllSaints is looking to enhance personalisation options and other bespoke features across its new stores, emphasising the importance of offering something unique in each geography.
In terms of the fashion retailer’s continued global expansion strategy, Scorey Jobling said that one of the retailer’s key strategies currently is to grow in Europe, as well as expand across Asia.
“We’re in Amsterdam, France and Germany, but I would say that we could have a few more. We are also opening in Spain later this year in November,” she said.
“We also don’t have many stores in Asia, but we opened in Omotesandō, Tokyo, recently with the new concept, which was an amazing opening.
“India is also on the roadmap, but it is not as far down the line. If we did do it [open a store in India], we would probably go to Delhi first.”
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