Specialist sports retailer Wigmore is relocating to a new unit from its long-standing store on Wigmore Street in London’s West End.

At 3,875 sq ft (360 sq m), the store – which will still be on Wigmore Street – will be marginally smaller than the existing premises. The tennis and racquet retailer’s store format is to be given a makeover following a revamp of the brand by Portland Design.

The store’s retail experience will be designed around extended customer service. Among a number of features, the new shop will have an in-store court for shoppers to test the merchandise.

Wigmore's blue and white corporate colour palette will form the basis of the in-store scheme and this will be set off against tennis ball acid-yellow elements. Technical and factual information is being used to create wallpaper that is intended to engage customers at key dwell points, such as changing rooms.

Portland senior designer Paul Tynan said; "This relocation is an opportunity to refresh the Wigmore brand experience and create an environment that really makes the most out of its heritage and expertise."

The store is scheduled to open in early autumn. Wigmore also operates a shop-in-shop at Harrods.

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