Lush opened its first store trialling the new model in Kingston upon Thames last month, which includes a kitchen table-type interior to allow customers to discuss their skincare needs with consultants.
The fascia has also been adapted, with the logo minimised and the strapline “Fresh handmade cosmetics” used more boldly. The “back to basics” revamp aims to encourage a more laid-back experience.
“We wanted to enhance our skincare credentials. The kitchen table design allows customers to sit down, relax and chat through their needs,” said Lush conceptual designer Katie Tabram.
“The shop is also much more flexible – the fixtures can be moved around more easily when certain ranges are being promoted or a fresh look is needed.”
Tabram said the logo was minimised because “some shoppers think Lush only sells gimmicky products; we wanted to highlight our skincare expertise”.
The design also includes treatment rooms on upper floors, which Tabram said will “offer quirky treatments”.
She explained: “Lush offers fresh, handmade, natural merchandise and the treatments fit in with that. In keeping with the brand, the treatments will be that bit different while still dealing with common problems like stress.”
Inside the shop, signage has been streamlined and, instead of Lush’s traditional pine furniture, oak has been used. The flooring has been given a modern image with grey tiling.
The design will be rolled out to Lush’s 88 stores in the UK, with layouts and focus varying between locations.
In the year to June 30, 2007, Lush delivered a 30 per cent uplift in group pre-tax profits to£10.3 million. The retailer has 533 shops in 43 countries.
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