Premier Retail


Carhartt arrives at Resorts World

Housed within the Midland’s stunning new shopping complex, Resorts World Birmingham, Carhartt Work In Progress (Carhartt WIP) is a fantastic new retail unit specialising in men’s and women’s fashion. The store stocks a large collection of products from polo shirts and jackets to dresses, knitwear and shoes and offers customers a great service in great surroundings.

Bespoke shop fit-out and private & commercial contractor, Soma Build was appointed as the main contractor on the scheme. Soma Build is quickly making a name for itself in the retail fit-out industry due to its attention to detail and high quality delivery, which worked perfectly for the Carhartt WIP project.

Speaking to Premier Retail, Soma Build Owner and Carhartt WIP Project Manager, Lucy Amos, said:
“We have a really good team at Soma Build, who specialise in work that showcases incredible details, so we are able to turn projects around quite quickly which was perfect for this project as it had a very fast turnaround time. In fact, the build was quite straight forward and the only real challenge of the project was the logistics of getting the materials delivered to the site.
“We worked on this project at the same time as other contractors were working on units within Resorts World Birmingham, so scheduling our work around other contractors was perhaps our only real challenge.”

The new Carhartt WIP store was designed to remain in keeping with the look and feel of other Carhartt WIP stores within the retailer’s portfolio. The store is divided into two levels, with the ground level used to showcase products and point of sale.

The interior design of includes painted grey concrete floors, bespoke display units, including pick tables – where customers can pick out clothing – and integrated cabinets. The second level, meanwhile, houses a mezzanine which is reserved for staff areas and includes a staff kitchen, a sound proof office and a stock room, to house the retailer’s extensive range of stock.

Since opening, Carhartt WIP has been well received by customers who are keen to experience the brand’s unique style and avant-garde way of living. The project also proved very rewarding to Soma Build, who valued their involvement on the scheme.

Commenting on the importance of the project, Lucy said:
“Working on this project was great. Being associated with a retailer such as Carhartt WIP is very important to us, and with Resorts World Birmingham being such a big shopping centre in the Midlands, this is just an added bonus.”
Lucy added:
“The feedback has been positive, with many commenting that Carhartt WIP has one of the best shop fits at the complex, which is just brilliant and a huge step forward for us.”
For further information about Carhartt WIP, to take a look at a range of Carhartt WIP products or to place an order, please visit: or

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