Wedgwood, the bone china and homewares specialist, aims to lure younger consumers with a big advertising campaign to launch later this year.
The push is part of a programme to reinvigorate the business, which includes refurbishment of Wedgwood's flagship Regent Street store. The revamped outlet is due to reopen in October.
The 6,460 sq ft (600 sq m) shop, created by HMKM, will be built around an Inspired Living theme. The store will be zoned around ranges such as contemporary must-haves, as well as a selection of more traditional lines.
Wedgwood will launch ranges to reflect its updated direction, including an Art Deco-inspired collection and an extended Jasper Conran at Wedgwood offer.
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