Hong Kong-based clothing retailer Esprit has launched a new concept store in Cologne as part of a strategy to strengthen its brand image and profitability. The store, dubbed the ‘lighthouse’ shop, operates from an urban loft space where shoppers can unwind as well as buy clothing.
Esprit project manager Mike Ross said: “The customer should feel like they are visiting their best friend at home. An urban, authentic but relaxed atmosphere is particularly important to us.”
A collection was created especially for the store to stand alongside the core range. Customers can also buy products from the local area, such as retro bicycles and coffee table books.