Warehouse to revamp shop image

Warehouse, the women’s fashion retailer, is redesigning its stores as “boutiques” in a bid to fight off increased competition from high street rivals.

The company has appointed design consultancy Brinkworth to develop the concept, which will be rolled out to 25 of its stores next year, starting with the Warehouse concession in Selfridges, London.

The company is also talking to publisher Condé Nast about teaming up with Glamour magazine to promote the new-look stores.

Warehouse marketing director Beverly Johnson says the overhaul will strengthen the chain’s high street offer and “set it apart from the competition.”

Warehouse has also appointed Label, a division of J Walter Thompson, to work on its communication and marketing strategy. Label was set up in March this year as a “knowledge centre” offering marketing consultancy services to clients in the health, fashion, beauty and lifestyle sectors.

Johnson claims the appointment does not signal that the chain is planning to invest heavily in traditional advertising.

Warehouse recently joined forces with Ariel washing powder for a series of ads in women’s magazines. It has also teamed up with Marie Claire magazine this month to offer readers the chance to win &£10,000 worth of Warehouse clothes as part of a Christmas competition.

Last month Arcadia sold the Warehouse, Principles, Racing Green and Hawkshead brands to Rubicon – a holding company created by former Arcadia managing directors Peter Davies and Hilary Riva – for &£35m.

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