Belstaff Refurbish Stores Based on Northern Roots
Popular outerwear company Belstaff has given some of its stores a refurb based upon its Northern roots. The Spitalfields, Munich, Glasgow and Regent Street stores have all been transformed or introduced to reflect the company’s roots.
Here, we’ll look at what’s new in these northern inspired stores and what customers can expect from the shopping experience.
New concept stores developed with award-winning designers
The new and refurbished Belstaff stores have been developed by award-winning designers, such as Brinkworth Design. The interiors have been well thought out to honour the roots of the brand.
Belstaff, Spitialfields Store
The Spitalfields store, for example, has been created with the 1950’s and 1960’s bikers in mind. They would congregate in cafes, so Belstaff has started to include café spaces into its stores. The walls of the Spitalfields store are also designed to symbolise the company’s industrial roots, with exposed brickwork, brass fittings and blackened metal. Pictures of famous Belstaff wearers also adjourn the walls.
In the Regent Street store, it’s been designed to reflect the company’s Stoke-On-Trent roots. It features leather shelving, brass fittings and a timber staircase. Speaking about the new store designs, the Chief Executive Officer of Belstaff, Helen Wright, states:
“The store environment is part of a holistic approach to revitalising this great British heritage brand. It is a customer-first approach to ensure our stores are inclusive, approachable and inspiring spaces for our community.”
Belstaff, Glasgow Store
Helping the brand to evolve with the times
Belstaff’s launch into the concept store sector is a clever and innovative move. It’s no secret that retail stores have been struggling to compete with eCommerce, with many being forced to close in recent years. Concept stores are changing the shopping experience, allowing them to meet the demands of today’s consumers.
Bellstaff, Wax jacket
The concept stores launched by the brand allow it to evolve with the times, while also showcasing its unique origins.
Refurb to be rolled out to its entire stores
The new refurb is set to be rolled out to Belstaff’s other stores, such as Manchester, Bond Street and its worldwide stores. It’s not just the aesthetic design of these concept stores, which is impressive. They also feature a host of new services such as coffee, G&T’s, and wax services to restore older jackets.
The company is also running a social media campaign known as #MyBelstaff. This showcases those who have a Belstaff jacket and the story behind them. Jackets can be waxed and re-waxed in the concept stores, with a same-day service available.
Belstaff has become one of the first brands to utilise the concept store design fully. After the success of its initial refurbishment, it will be looking to roll out its Northern roots-inspired stores worldwide.
Belstaff, Munich Store
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