River Island launches 'elevated' tech-driven new store concept

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River Island is opening a new concept store named River Studios.

The store will open in Derby on August 26, before being rolled out across other locations in the UK.

The launch marks the beginning of River Island’s plans to revitalise its store estate.

The new store design, created in conjunction with design company Draw Collective, is a “fresh take” on River Island’s traditional concept – with an eccentric boutique feel, complete with recycled and distressed furnishings.

River Studios includes new technological innovations including smart fitting rooms, where customers can request more sizes, choose alternative products and request assistance from one of the in-store stylists – all without leaving the fitting room.

An AI styling tool, named Chloe, will also be on-hand on the shop floor and can offer advice to customers after a few questions.

The store’s stock management will be powered by RFID labels, allowing customers access to “endless aisles” to order online. It will also offer a digital click-and-collect service.

Staff will also act primarily as stylists, offering a greater level of service than in traditional retail stores.

River Island chief executive Will Kernan said: “This is an exciting step for River Island as a business and marks the next stage of our continuing journey to elevate the River Island experience for our customers.

“Retail is at its best when it is evolving and adapting to best suit the needs of shoppers, and we are no different. River Studios delivers a modern, seamless experience fit for the high street of today.”