Tommy Hilfiger at The Mailbox
Founded in 1985, Tommy Hilfiger is a world leading brand, delivering premium products to customers worldwide. The Tommy Hilfiger name celebrates the essence of classic America, with a range of products designed for both men and women that includes clothing, fragrances, eyewear, watches and home furnishings.
Tommy Hilfiger has a strong collection of stores throughout the UK, as well as oversees, with each store providing customers with great service and a great selection of high quality products. The latest store to open is Tommy Hilfiger at The Mailbox, a city centre store which is located in Birmingham’s stylish shopping, lifestyle and restaurant destination.
Tommy Hilfiger at The Mailbox is located within a new area of The Mailbox and sits comfortably alongside a number of high-end fashion retailers. The store boasts a fantastic selection of products, including Tommy Hilfiger’s new sportswear range – an exciting new concept which is being rolled out across the Tommy Hilfiger portfolio.
Prodrive Shopfitting was the main contractor on Tommy Hilfiger at The Mailbox, whilst rpa:group was the project architect. rpa:group is an interior design and construction consultancy, specialising in retail, leisure and workplace projects. The practice has worked in partnership with Tommy Hilfiger for almost ten years, creating a rewarding partnership that has seen the successful delivery of numerous stores within the Tommy Hilfiger portfolio.
Work began on creating the new Tommy Hilfiger store in mid-August 2015 and reached completion at the end of October. The new store showcases a contemporary design which highlights the sophistication of the brand through a carefully selected collection of displays and materials.
Speaking to Premier Retail about the new concept, Sasha Cuff, Marketing Executive for rpa:group, said:
“Tommy Hilfiger in Birmingham Mailbox has a clean, contemporary feel, featuring light oak parquet floors and light oak and walnut cabinets. The lighting is a mixture of recessed spot-lights, suspended track lights and chandeliers to highlight key areas.
“As a balance to the contemporary space there is a sense of a gentlemen’s club throughout the store. In particular, there are beautiful aged leather French club chairs, a variety of printed ephemera and period photography, and a stunning collection of artwork from the 1950s ‘Holiday’ magazine, in bold bright colours that set off the quiet décor of the rest of the store.”
One of the key features of the new store is the introduction of the new sportswear concept, which has been carefully developed before being brought to the high street.
“Over the past few months the concept team at Tommy Hilfiger has developed this new sportswear concept, which is now being implemented in the standard roll-out, with the help of Tommy Hilfiger Store Development and the rpa:group.
“The new sportswear concept maximises capacities with more transparent fixtures, while still allowing for a balance between lifestyle and item impacts.
“This new concept creates an environment that is tied to our overlaying store design with a dynamic interpretation that will attract new customers and also keep our current customers seeing Tommy Hilfiger in a fresh and exciting way.”
The project ran exactly as planned and thanks to a skilled team, the store is now receiving excellent feedback from customers.
Working on Tommy Hilfiger at The Mailbox has continued rpa:group’s strong working relationship with Tommy Hilfiger, something which the practice truly values. The project has also seen Tommy Hilfiger establish a second store within a prime location in Birmingham, bringing the Tommy Hilfiger brand to even more customers.
“Having worked on a number of Tommy Hilfiger stores across Europe and the Middle East, it is fantastic to have this store opening in the UK, showcasing the new sportswear concept.
“Customers will be used to the old Tommy Hilfiger concept, due to an existing store being located within the Birmingham Bullring, but now they have a second store, with this great sportswear concept.”
Tommy Hilfiger offers customers a wide range of products under its two distinct brands: Tommy Hilfiger and Hilfiger Denim. Collections include the Tommy Hilfiger Tailored collection and the Hilfiger Collection, along with men’s, women’s, kids’, denim, footwear and accessories collections.
Tommy Hilfiger has more than 1,400 retail stores throughout North America, Latin America, Europe and the Asia Pacific, with the brand’s distribution network covering more than 90 countries.
For further information about Tommy Hilfiger, please visit: www.uk.tommy.com.