Monsoon Accessorize plans to refit 10 Accessorize stores this year as part of boss John Browett’s four-year strategy.
The Accessorize revamps, which will happen by September, follow a “fantastic” customer reaction to the London Liverpool Street store which was refitted at the beginning of the year.
Browett said: “We’ve spent time on the finishes and it’s a much more flexible design.
“I’m delighted with the reaction. We didn’t create a prototype, we just built the Liverpool Street fit-out first. We have seen a sales uplift.”
The new storefit is lighter and brighter and has been designed to give customers more space to shop. The store entrance has been widened to make the shop look bigger, an illusion Browett said he also deployed when he ran Dixons and made over its shops.
In addition, marketing material has been taken out of one of the windows so customers can see product inside the store.
Bags are now displayed on tables rather than just on wall hooks. Accessorize has also taken out the till bank at the back of the store, replacing it with tills that are set into the desks.
Display hooks are magnetic, making it easier to move stock around and drawers have been fitted into the store design to enable staff to replenish stock more easily.
Browett said he did not want the store to look like a “plain white box” so the ceiling isdecorated, and LED lights have been made use of.
Browett’s four-year strategy is built on five foundations: releasing the potential of Monsoon Accessorize’s international business; becoming a multichannel retailer; reshaping the store portfolio; improving stock management; and implementing better processes and systems.
Monsoon Accessorize returned to the black last year under Browett’s leadership, generating pre-tax profit of £18.1m from a pre-tax loss of £2.4m