Monsoon aims to get back to its ethnic-inspired roots with the unveiling of its revamped flagship store on London’s Oxford Street.

The revamp was unveiled last week and aims to reflect the retailer’s Indian-inspired heritage. Some of its collections have been overhauled 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.”

The flagship store has increased in size from 1,840 sq ft to 2,005 sq ft.

The second store to be revamped will be Marble Arch, and the plan is to roll it out to all 133 shops.

The rebrand and store refit was carried out in conjunction with design agency Pompeii AD.

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