Barbour adopts ReFrame, a modular fix for costly store refits

British heritage brand Barbour has become the first brand to use ReFrame, a new modular retail display system designed to let stores be refreshed without replacing entire fixture schemes, according to a press release. The system, designed and manufactured by British retail design company Ripple, made its commercial debut at Blenheim Palace, where it was used to build a dedicated Barbour retail space within the visitor attraction's existing store.

By keeping the core framework and swapping out only the merchandising elements, the system is designed to cut repeated refits, wasted fixtures, installation time, costs and trading disruption, while supporting faster rollouts across single stores or national estates. At Blenheim Palace, the installation includes a three-bay wall display, gondola units and display tables, built to be reconfigured as product ranges and seasonal collections change.

ReFrame is built from four core elements, framework, finishes, modules and accessories, and can be configured with shelving, display tables, counters, clothing rails, hooks, light boxes, illuminated screens and back panels. It is manufactured in Britain using commercial-grade materials, with a range of finishes, colours and surface materials, and can be fitted with bespoke branding and layouts. A two-person team can typically install it in one to four hours.

David Wolfenden, managing director of Ripple, said the company developed ReFrame to give retailers a more flexible alternative to fixtures that get replaced every time a layout changes. Judy Bendall, head of retail at Blenheim Palace, said the installation process was smooth and described the finished display as having elevated the store's clothing area.

ReFrame was developed over three years and is now available nationwide for retailers, brands, visitor attractions and shop-in-shop environments, the release states.