Footwear retailer Moda In Pelle has pushed the button on the roll-out of its new store format after a three-month, three-store trial.

The retailer, which has 30 stores in the UK, will open five shops based on the new format this year, with a view to expanding the portfolio to 50 stores within the next three years. The format will also be applied to its existing portfolio over the next two years.

Moda In Pelle managing director Tom Clark said the format better suits its target market. “Our market is primarily 35- to 45-year-old ladies, not the younger market of 18- to 25-year-olds,” he said. “The previous design was functional, but not feminine, a bit like B&Q instead of a warm boutique feel, which we have now.”

The redesign uses fabric seating, chandeliers and softer textures to give this effect. Clark said the three trial stores in central London, Leeds and Lakeside in Thurrock have all outperformed expectations and “have given us enough comfort to know we are moving in the right direction”.

Clark, who was drafted in just over a year ago from value footwear chain Brantano to overhaul the retailer, said: “We will take the lessons we have learnt and apply them to our existing portfolio – some may only need slight modifications to window displays and others will need major overhauls.

“With our showcase city centre stores, we will push the boat out, while others may only receive a slight freshening up.”

Moda In Pelle is also in discussions to open stores in the Far East and Russia.

Clark added: “We are seeing double-digit growth year on year in a very tough market and we are optimistic about the rest of this year. This gives us the confidence to be acquisitive both in the UK and internationally.”