Oxford Street landmark store for Mothercare.
Building on our work on the out of town stores we created a more fashion focussed proposition, expressing Mothercare’s mission and heritage as a supporting partner in parenting since 1961.
Part of the challenge was to take a retail offer that fills 17,000 sq ft, relocate it to a site opposite, while maintaining the same product range within a two floor 7,500 sq ft store; providing more authority, a significantly better customer experience, within a challenging capex and delivering a significant increase in store performance.
The aim to re-establish the presence of Robert Dyas on the high street. The well loved brand had lost direction and the project’s focus was to concentrate on its core proposition as the ‘really useful store.’