The La Senza store in Enfield represents the latest thinking from the independent lingerie retailer.
The shop has a series of “rooms” that are intended to represent an apartment, with the intention that this should mimic an up-town address for a career woman.
The front of the store features a lounge area, where the product ranges are displayed. This is followed by the kitchen – the cash and wrap area and the fitting rooms representing the bedroom.
The interior uses gloss black, glitter floors and colour-tinted mirrors, as well as oversized wardrobes to emphasise glamour. It also carries the reworked La Senza logo and a new graphic package.
The new look follows the strategic review, undertaken when CEO Rose Foster joined the retailer from Monsoon/Accessorize in 2007. A decision was taken to create a revamped interior for the Lion Capital-owned retailer.
The outcome is a collaboration between Raj Wilkinson, joint managing director at London-based design consultancy JHP and Foster.
The Enfield store, which opened this spring, is being used as a blueprint for a remodeling of the retailer’s portfolio with a roll-out under way.
La Senza defied the seasonal gloom at the beginning of this year with a 10 per cent like-for-like sales hike in the four weeks to December 29.
The retailer plans to open 50,000 sq ft of new space this year, almost doubling what was achieved in 2007. The increase is being driven by a demand for larger footprint stores of about 2,500 sq ft.