Iconic British clothing brand Aquascutum has completed the first stage of its Regent Street flagship refresh.

The existing storefit was created by Fitch in 2004 but, as part of a revitalisation of the brand driven by president and chief executive Kim Winser, a portfolio-wide redesign is being undertaken. The initiative is due to be completed next year.

Design consultancy Studio DB was tasked with creating an interior that can be rolled out globally as part of the retailer’s strategy to create an internationally recognised fashion brand identity.

The first-phase Regent Street revamp focused on the ground-floor womenswear department. A deep-buttoned silk wall has replaced the painted blocks that featured previously and leather-clad display cases have been inserted into the cash desks.

The buttoned wall is mirrored on the first floor, where the menswear department has been fashioned from leather. Moveable visual merchandising elements on both floors, including suspended perspex cubes at the entrance that display accessories, have been created by Me Him & Her.

Japanese private equity firm Kaleido Holdings took a 21.6 per cent stake in Aquascutum in 2005 and Winser was made chief executive in April last year.