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Mothercare Flagship Stores
Oxford Street flagship store for Mothercare. Building on our work on the out of town pilots we created a more fashion focused 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 7,500sq ft store; providing more authority, a significantly better customer experience, within a challenging capex and delivering a significant increase in store performance.
Mothercare Out of Town Format
Mothercare out of town format. Aligning the store to the brand values, and providing an easier to navigate more engaging and inviting environment, focussing on expressing mothercare’s authority within the sector. The concept set the product zoning principles around the ‘mums to be’ journey, making the shopping experience intuitive. Navigation around the store was clearly set out with the use of a central piazza and by creating mid floor wardrobe product stories as gateways to the categories, these along with the oversize central lampshades acted to soften the ‘shed’ environment, and create a more domestic ambience. A pushchair powerwall, help and advice centres for pushchair selection and carseat fitting reinforced Mothercare’s authority as the first choice of mums and mums to be.
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