Warehouse hs opened its first store since its major rebrand, repositioning the fashion retailer as a more directional, luxurious player in the market.

Warehouse began the relaunch of its new, more trend-led proposition at the tail end of last year.

Warehouse, Argyll Street

Warehouse, Argyll Street

The rebrand has taken on an industrial aesthetic

The rebrand took in product, store and digital presence and it recruited design heavyweights Kate Walmsley, Alasdhair Willis and Emma Cook to achieve its rebrand.

Walmsley came from Topshop, where she had worked since 2008 and where she headed up ecommerce and digital.

Willis is a creative consultant to brands such as Hunter and Cook while Cook had an eponymous own-label brand and formerly worked for Donna Karan.

The Argyll Street store is the first of the rebranded stores. Its industrial aesthetic includes concrete floors, subway tiles and a giant screen featuring campaign images.