- Danielle Wightman-Stone |
Ben Sherman has re-opened its flagship store on Carnaby Street, London with a new retail concept for the brand that combines an "eclectic mix of textures and materials” with the aim of providing an “inviting and greater retail experience for customers”.
The 1,000 square foot store still features the iconic Brown Betty tiles on the exterior, they now frame large windows that open out to the interior of the store. Inside, customers are drawn to a modern white tiled wall featuring a bold neon sign featuring the original Ben Sherman Signature logo.
At the heart of the store remains the brand’s ‘Shirt Wall’ featuring a cornucopia of Ben Sherman shirts, taking it back to where the brand began. To complement the interior, neon target design accents and contemporary elements finish the look to give a modern boutique feel to the store.
In addition, Ben Sherman has incorporated Eurostop technology into the till-point to play branded content with the aim of enhancing the customer’s checkout experience, added the brand in a statement. This innovative customer experience will also soon be rolled out to Ben Sherman retail locations in Germany.
Talbot Logan, senior vice president of brand management overseeing the global Ben Sherman brand, said: “Refitting our flagship store represents a new chapter for the brand following the announcement of our partnership with Team GB alongside our retail growth across Europe.
“The UK continues to be one of our strongest markets and it is only fitting that we enhance our flagship in the capital. With this new store concept, we wanted to offer our customers a fully immersive retail experience that not only nods to our heritage but also pushes the brand forward.”
Kevin Stone, group sales and marketing director at Baird Group which operates Ben Sherman ecom and retail locations in the UK, Holland and Germany, added: ” It’s a pleasure for the team at Baird Group to deliver a new flagship concept at 50 Carnaby Street, the iconic street has been the spiritual home of the brand since the sixties. We will continue to drive the brand forward with new partnerships with retailers like Zalando, Next, and The Very Group and the relaunch of bensherman.de, the brand’s German website.”
Images: courtesy of Ben Sherman