Premier Retail

Co-op Freshwater

Co-Op Freshwater

Co-op freshwater

Fresh choice in Freshwater

A new flagship store for The Southern Co-operative has opened its doors in Freshwater on the Isle of Wight. Located on Afton Road, the new purpose-built store stocks a large range of food and drink – from more than 35 Isle of Wight producers – and has been designed as a real hub for the local community.

The warm and welcoming new store blends contemporary materials with a modern design, yet retains the traditional artisan feel which remains in keeping with the Co-operative brand. The store includes bespoke timber-clad feature displays, customised mid-height and full-height refrigeration units and a dedicated ‘Fresh from the Island’ counter – offering locally sourced meat, fish, cheese and pies.

cdw+partners were the brand and retail design consultancy responsible for the new Freshwater store. The practice create retail experiences and have more than 35 years’ experience in developing and delivering innovative, creative and effective brands, retail environments, product packaging and communication solutions.

cdw+partners specialise in delivering two-dimensional and three-dimensional brand expressions, including their application and communication across the entire customer journey. Working on the Freshwater project, cdw+partners were responsible for creating the new store format, planning and designing the environment, with new display fixtures and a complete communication suite.

Angus Tilbury, Director of Business Development at cdw+partners, said:
“When The Southern Co-operative asked us to design their new store in Freshwater on the Isle of Wight it presented some key opportunities that we believed the new design needed to deliver. These included a differentiated community store proposition with personality and theatre that delivers local values and champions ‘local hero’ suppliers and producers.
“The new store has been designed to increase appeal to a broader customer demographic and challenge the local competition, whilst not alienating the existing loyal customer base. Accessibility has been a priority throughout with greater parking availability, wider aisles to aid access and clear category zoning and communication to improve navigation and flow through the store.
“The communication throughout the store highlights The Southern Co-operative’s ‘local flavours’ initiative, whilst the environment itself has been designed to showcase the provenance of locally sourced goods from the island.”

Working on the new Freshwater store, the TDS Group provided a turnkey service that included project and implementation management, shelving, bespoke counters and shop fitting, ceilings and installation plus all electrical work, including the design and implementation of customised LED lighting. The project ran smoothly, was delivered on time and within budget.

Paul Thorpe, Managing Director of TDS Group said: “Hampshire-based TDS Group has worked with The Southern Co-operative during almost two decades of growth for both companies. The Southern Co-operative handed over their unique store design to us, created by another South East coast-based company, cdw+partners of Brighton, and let us take it from there.
“As the store design introduced a new format for The Southern Co-operative, the first job was to formulate and structure the project, to ensure that the TDS Group and our nominated contractors would be able to create, build, source and deliver everything necessary on time and within budget.”
Paul continued: “We’re pleased to say the new store delivers cdw+partners’ design vision and meets the objectives given to us by The Southern Co-operative. The spacious Freshwater store provides a range of shopping options – including a massive variety of fresh and locally sourced foods.”
The TDS Group comprises three highly experienced, specialist companies – Total Design Shopfitting, Shelving Solutions and TDS Electrical – which worked together as a closely integrated unit on The Southern Co-Operative Freshwater store.

Total Design project managed, programmed and co-ordinated all aspects of the project from taking the initial design briefing, to overseeing sub-contractors and suppliers through to final fit-out and installation. Total Design was also responsible for ensuring all work on the project was carried out in accordance with Health and Safety standards.

Shelving Solutions is one of the UK’s leading value-added distributors of high-quality shelving and bespoke modular counters. Shelving Solutions took cdw+partners’ designs and built a range of wall and gondola shelving, plus bespoke produce and bakery areas for a truly local store.
The bespoke bakery area has been well received, as has the wine department, in welded metal and cost-effective graphics that convey the ambience of an upscale wine merchant.
Co-Op Freshwater
Working to cdw+partners’ requirements, Total Design Electrical (TDSE) specified and fitted electrics and LED lighting in keeping with the aesthetics and performance demands of the brief. Working in partnership with Spurlite, globally renowned lighting designers, TDSE created a template for the innovative use of lighting in the store.

TDSE’s retail lighting expertise is evident in the choice of lighting products and fixtures that enhance product colours such as fresh fruit and vegetables, whilst at the same time providing vibrant, yet subtle, lighting across the store.

As TDSE used LED lighting, the store is 60 per cent more efficient than any other store in the network. All LED lighting and electrical elements supplied by TDSE meet the highest regulatory standards, including BREEAM and 17th Edition NIEEIC.

Justin Jones, Commercial Development Manager at The Southern Co-operative said: “The Southern Co-operative has had a long and successful relationship with Total Design. After 20 years of working together on different projects, Total Design has developed an in-depth understanding of our company.
“Total Design took an innovative retail design concept and transformed it into a sales-ready store on time and within budget. From scoping the project to helping out on our VIP opening day, Total Design handled every aspect of this project with skill and professionalism.”
For more information about the Southern Co-operative, please visit: For further information about Total Design Shopfitting, please visit: and for further information about cdw+partners, please visit:

Key2 Group

Key2 Group is a direct manufacturer of plastic fabrication and acrylic displays, signage, graphics and digital print. All work is produced in-house and the company has the capability to provide a complete and comprehensive service – which includes product design and installation – without outsourcing any elements.

Key2 Group has worked with The Southern Co-operative for the past ten years and during that time has continuously branded and re-branded its stores throughout the Southern area with full internal and external signage, graphics, acrylic display and other sundry items.
In addition to The Southern Co-operative, Key2 Group works with a host of other retailers, from sportswear brands such as Adidas to cosmetics companies such as L’Oréal.

Working on the new Southern Co-operative store in Freshwater, Key2 Group was responsible for manufacturing and installing all internal and external branding elements which included the fascia and all signage, window vinyls, graphics, print and in-store acrylics.

Mike Keating, Managing Director of Key2 Group, said:
“Freshwater is a very impressive, flagship store for The Southern Co-operative. We were very proud to be involved.”
Mike added:
“At Key2 Group we pride ourselves on our ability to offer one of the most comprehensive services in the South East to retail, commercial and industrial clients. We are highly experienced in the field of retail display and branding, which includes everything from a humble banner or window vinyl through to a full retail concept, fit-out or store rebrand. We are also very approachable and encourage customers to visit us so that they can see exactly what we do.”

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