Monsoon under ethnic revamp

Monsoon aims to get back to its ethnic-inspired roots with the unveiling of a newly revamped flagship store on Oxford Street. Aimed to return to the basics of the brand – an Indian inspired heritage – some of the retailers collections have been

overturned to reintroduce traditional hand block printing methods from Jaipur.

Design and buying director Shailina Parti said Monsoon had “lost its personality in recent years” and the revamp was to help the retailer “get back to its heritage”.

The store has images of heritage fabrics from its archives framed on the walls and Monsoon’s logo has been refreshed. Parti said: “The M and the Ns in the new logo are meant to look like Indian architecture, which draws on our heritage.”

It comes as part of a new revamp process with the Marble Arch branch as the next to be renovated, followed by the other 133 UK shops.

The Oxford street store is also being expanded from 1,840 sq ft to 2,005 sq ft in a bid to excite flagging customer interest and brand loyalty.

The renovation and rebrand is being carried out in conjunction with design agency, Pompeii AD.