Sunglass Hut has appointed Wolff Olins to create a new corporate identity and design for its 61 stores in the UK and abroad.
The retailer will unveil the new look next week and roll it out to all stores during 2007 and 2008. Everything from logo to interiors through packaging to point-of-purchase materials have been revamped.
David Wotherspoon, sales and marketing director at Sunglass Hut UK, says: "This marks a new era for the brand. We are the experts in our field globally, selling premium luxury brands to fashion-conscious consumers. Our old stores did not necessarily reflect this. Our new stores, however, are sophisticated and stylish. We are especially proud to be able to unveil the first global store here in the UK."
The new retail identity was created by FRCH (Cincinnati).
The stores will also be able to showcase a featured brand. The first shop being unveiled, in Reading, will have window and wall hangings carrying the Bulgari branding. This will change to Ray-Ban in March.