Yours Clothing, a ladies plus size clothing retailer, has recently launched its men’s brand, Bad Rhino, with the collection now being rolled out to shops across the UK.
Bad Rhino Menswear was launched online in autumn 2015 with the first store launch taking place in Telford in October 2015. More recently the Yours Castle Court store opened in Belfast in November 2015, to become the first Yours store with a dedicated menswear entrance.
Speaking to Premier Retail magazine, Karen Luton, Head of Stores for Yours Clothing said:
“Castle Court is the first store with two floors and two independent entrances, which is quite different for us. This enabled us to incorporate the complete brand portfolio but enabled Menswear to have its own unique fit out. Menswear is located on the second floor with its own dedicated entrance and fascia signage.”
The Castle Court store interior design, planning, and development was managed and designed in-house by the VM team and Karen, in conjunction with Noble interiors, who were the shop fit contractor. The objective for the Bad Rhino fit out was to create an inviting, zoned, visually appealing shopping experience for customers, injecting the brand personality and tone of voice of the brand.
Lindsey Leo, Head of Visual Merchandising at Yours Clothing added: “When we started, we knew the space and the floorplan layout of the store, but the brand was still in early development. The key challenge was to pull all the interior elements together and create a strong brand identity within a very tight timescale. Starting with a blank canvas was refreshing as we had the freedom to develop this organically. We started to process by researching men’s shop design and trends. We selected and developed the key elements we felt would work for the brand working closely with the Menswear buyers to learn more about the brand direction. Our shopfitter Noble Interiors introduced us to an array of different suppliers which enabled us to source different fixtures, fittings, floorings and wall coverings. The whole process really was a collaboration of all parties.”
Karen added: “We wanted to create clear definition between departments – casual, formal, denim. We were able to do this in a number of ways – introducing a variety of different colour and textures to the walls, utilising different floor fixtures and with the visual merchandising of the product itself.”
The Yours Womenswear shop fit is located on the Ground Floor of the unit. This fit out is clean, white and bright with flashes of the pink branding. The brand personality is imprinted with feel good quotes that resonate with customers. The shop has been broken up by introducing wardrobe style feature bays and pelmet details and more bespoke floor fixtures that help to improve the customer flow around the store.
Since the store opened, feedback has been positive, with customers praising the menswear aspect of Yours Clothing.
Karen said: “It’s a hard process to get right. Customers don’t necessarily look at the detail of elements that you put into the store. It’s very much about the ambience and brand feeling as a whole. So for us, with it being our first menswear store with its own entrance, the feedback has been very positive.”
Lindsey added: “We’re really pleased with the outcome, we came up with the store concept in-house and at low cost. We’ve managed to create a shopping environment that satisfies both our male and female customers and gives both brands a platform to showcase their brand personality.”