Friday 28th January 2011 / Environmental / Retail Thoughts

The Body Shop – ‘Shop Me’

A revolutionary shop design for a revolutionary brand

After refreshing their brand identity, packaging strategy and positioning, The Body Shop wanted a cleaner, simpler retail space that could be replicated globally. The new design needed to satisfy loyal customers while appealing to new audiences. Emphasising the brand’s environmental passions remained vital, as did retaining flexibility of layout and merchandising.

Working within The Body Shop’s creative team, we evaluated the best of the earlier store designs, regional initiatives, competitors’ best practice and global trends in store design and visual merchandising before introducing changes. These include a flexible shop fit that is easy to install and modify, light stone flooring, fresh green walls and a flexible perimeter system which incorporates moveable hemp panels and bamboo dividers positioned to frame each product category and allow complete flexibility of store layout and product adjacencies.

Regional workshops with representatives from the Asia, Europe, UK and US teams produced visual merchandising principles that allow agreed, consistent product presentation globally.

Shop Me is the new store format that has been trialled in eight pilot stores around the world and continues to roll out through all The Body Shop stores globally.