Bathroom towel and bed linen brand, Christy has launched its first concession at Debenhams, Oxford Street, designed by Checkland Kindleysides.
According to the design consultancy, the brief was to 'present Christy's ranges with clarity and encourage a new kind of interaction with the product, giving shoppers a reason to choose the brand ahead of other towel brands'.
Checkland Kindleysides' principal creative director Jeff Kindleyside said: 'We wanted to create an environment that would change the way that people shop for towels. In part we achieved this through the 'see, try, buy' process, which is more frequently associated with the way people buy clothes.' Stewart McGuffie, brand director at Christy said: 'The initial results in Debenhams Oxford Street have given us confidence to roll this out further through our retail business and to begin to incorporate key strands in literature and in point of sale provided to other retailers.'
Checkland Kindleysides has also been working with both Asda and the Design Council on new web presences. For Asda, this has been on the form that the George range Web site, due to be launched at the end of this month, is to take. For the Design Council, Jeff Kindleyside has written and designed content for the 'Retail Design' section of the organisation's Web site.