International News - Darty unveils 'evolutionary' store format

Leading French electricals retailer Darty is testing a new store format in Paris.

The 2,000 sq m store, at Sainte Genevieve des Bois, features defined product areas or 'universes.' Accessories are being sold alongside their relevant product group, such as headphones with stereos. Darty has also begun selling video games in the new store.

Director of communications Guy Lavaud said the trial store demonstrated 'evolution rather than revolution' and - with a store tally expected to reach 200 this year - any roll-out would depend on customer reaction over the next few months.

The launch is accompanied by an advertising campaign designed to highlight a 'global offer' that includes delivery and service in the price.