RETAIL WEEK
by Liz Morrell
Gadgetshop executive chairman Chris Gorman is to unveil a radical new store design in East Killbride next month.
The look will be introduced in 5o new stores by November, and terms have already been agreed on half of the planned outlets.
The expansion plan will virtually double the chain.
The bold new look for Gadgetshop was deemed necessary to reflect changes in the business. “We have got innovative products, but the store format’s not been very innovative. The next stage is to say ‘let’s have something that, when you walk in, is very different’,” said Gorman.
The traditional neon light-boxes of Gadgetshop have been abandoned for a more anguler signage. “the boldness is closer to something like Space NK, but the fit is very different. It has a very strong identity”, he said.
In-store, the design offers greater opportunity for a product segmentation. “Fittings are now all modular, so we can move displays around and be very product specific,” he added.
The new shop will offer a greater element of play and interaction with product and lifestyle imagery is also being introduced. The look was created by Carter Whitehead.
Gorman said the average store size would be increasing from 75 sq m to 110 sq m, rising to 140 sq m to 180 sq m in some locations..
“One of the main complains over Christmas was that our stores were too busy”, he said.
7 March 2003