Warehouse is planning to roll out its new “urban city” store format across its inner city shops as it prepares to open its Oxford Street flagship.
The fashion retailer is planning to roll the format out over the next three to five years
The retailer launched the format, which takes inspiration from a “urban loft space” at Trinity Leeds last year and will move it on in the £1m flagship which opens on March 1.
Warehouse brand director Paula Stewart said the roll-out was part of a major investment into the brand. She said: “There has been a lack of investment in stores concept and marketing but we’re finally getting some. We’re going to make some more noise in the marketing arena and remind people we’re still here.”
The Oxford Street store will use materials such as exposed brick work, poured concrete and a bespoke illuminated staircase.
Stewart said the flagship reflects its “boutique brand experience” and has features including a curated art space and a loft-style lounge with sofas, bottled water and a functioning till.
The store is Warehouse’s first on Oxford Street in its 38 year history. Stewart said: “This store will be the ultimate showcasefor Warehouse, reflecting the brand personality and offering an inspiring and connected experience for our customer.”
The store will offer an exclusive collection showcased in a “boutique gallery” space to inspire shoppers. There is also a private VIP room and styling experts in store.