Benetton is aiming to re-ignite interest in its flagging brand on the UK high street by rolling out 30 wholly-owned new stores over the next five years and introducing a new retail concept for the brand.
The Italian clothing company will also open a further 500 outlets across Europe, each adopting the new Mega Store concept.
The new Mega Stores will be owned and operated by Benetton. The company has until now mainly operated on a franchise basis.
The first Mega Store opens in Cardiff this autumn, and will occupy 1,200 sq m across two floors. It will sport an “interim concept” until the new image is ready to roll out.
Benetton’s Oxford Circus store will be the first to be refurbished with the new concept in February 2001.
UK general manager for Benetton Retail Riccardo Gaggero says: “It is time the sleeping lion of Benetton woke up. The new concept will be white, open and fresh – a very different Benetton.”