Tie Rack is to introduce a new design and extended offer at its Oxford Street store later this summer.

Designed by London-based design consultancy JHP, the changes will position the shop as a “gift box” and feature breakout displays to highlight key lines.

A central element of the look will be a stepped ziggurat-style wall, and all surfaces will be covered in a bespoke branded pattern.

Joint JHP managing director Raj Wilkinson said: “Awareness of the brand internationally is pretty impressive but, with only 25 per cent of the product range being ties, we intend to transform Tie Rack beyond the perception of just being a tie store.”