Esprit has launched in Beijing with a completely new store concept. As part of this revival, the modem brand wants to make it clear that it is “back in the game”. Photos can be found here. In the meantime, just five franchise stores have closed in the Netherlands.
25% fewer clothes
Esprit wants to take a new direction and make a comeback. And this is precisely what the fashion label has done with the opening of its new store in Beijing, which has been designed according to a newly developed store concept. The design needed to make it clear that the brand is “back and fundamentally different”, according to the press release.
“Our new store in Beijing is a showcase for the Esprit brand. With surprising and functional design details mixed with bright, social spaces, we feel that this is a good expression of the true spirit of Esprit” explained CEO Anders Kristiansen.
Fewer items, but more stories. This, in a nutshell, is the philosophy behind the new interior: the number of items has been reduced by 25–30%, so that core items and themes can stand out more. In the same way, open spaces are also being used within the stores, allowing personal stories to be created around the collections.
Cash desks for chatting
Tiled walls form the backdrops, which run as a visual horizontal line through the entire shop. Certain garments can then be placed in the spotlight by the use of coloured acrylic boards on the walls. The façade has also undergone a refresh: the Esprit logo now covers the entire length of the shop window to give it extra visibility.
The most striking new element, however, is the placement of the cash desks: they will be placed right in the middle of the shop, with the aim of achieving more social interaction between the sales staff and the customers. This has even been taken literally, since the cash desk island comes complete with chairs, where customers can sit and chat.
Five stores closed in the Netherlands
The Chinese store in Beijing is an example of Esprit’s new brand identity and elements of the new store concept are now being tested and tried out. The fashion brand has thus decided to extend a selective roll-out of the concept to other stores, where it is possible that the concept will eventually come to Benelux, since it is a core market for the clothing label. That is what Martin Hallander, head of wholesale for Northern Europe, has said in response to the bankruptcy of a Dutch franchisee.
Head office has confirmed to RetailDetail that as a result of this bankruptcy, five stores were closed in the Netherlands, of which four were in Limburg and one in the province of Brabant. Esprit has also emphasised that the brand wants to maintain a “substantial presence” in the country and that customers can still find branches elsewhere in the region. This means there is (currently) no question of a takeover.
