Arts and crafts retailer HobbyCraft has unveiled a new store concept and rebranding to appeal to a younger audience.

HobbyCraft said the bright, spacious and feminine appeal will particularly strike a chord with young females and small children.

The new look store, which opened in Orpington yesterday (Thursday), is trying to create a department store feel, featuring clearer navigation, colour zoned areas and lower fixtures.

HobbyCraft describes the new pink and aubergine branding as “simple and modern with a handcrafted twist”.

The new look will be rolled out across the UK, to new and existing stores.

The 52-store retailer will conduct more in store craft demonstrations to “create an interactive experience for the consumer”.

HobbyCraft chief executive Catriona Marshall said: “HobbyCraft’s exciting new store concept has a more vibrant, feminine and softer look. 

“Our aim is to create a welcoming, modern and family friendly environment and make craft more appealing to a younger audience; in particular 25 – 35 year old women with children.”  

Jim Thompson, managing director of 20/20, which led the redesign, said the new format will help transform HobbyCraft into a “clearly identifiable market leader in the craft sector”.

HobbyCraft - which has flourished in the recession as the make-do-and-mend ethos gripped cash-strapped consumers - was bought by private equity firm Bridgepoint in 2010 for more than £100m, as revealed by

Marshall joined from Pets at Home in January, where she was trading and marketing director . She replaced Chris Crombie