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Clinton’s unwraps first new-look store

CEO Schurman starts 100-shop revamp in Cheapside

CLINTON’S has revealed a sneak preview of its new branding and store environment with CEO Dominique Schurman unveiling the revamped Cheapside store in London today.

This is the first launch in a transformation programme that will see 100 stores overhauled by the end of October, as part of the new brand offering.
The proposition includes a more contemporary logo and colour palette, while still retaining the British heritage of the business, as well as new product ranges and pricing structures.
The new boutique-style look and feel reflects a much fresher, crisper and more lifestyle Clintons brand with contemporary fascia and new window execution, fixtures and fittings. The interior product displays and ranging have been meticulously designed to ensure the shopping journey for customers is helpful, easy and enjoyable.
The new environment features clean and sleek flooring and furniture, as well as shelves and displays for cards and gifts including existing top sellers such as Boofle and Me To You brands, along with the introduction of new ranges.
Schurman said: “Before putting the new strategy in place we implemented a robust and detailed review programme to ensure we could return this iconic high street brand back to its rightful place as a leading lifestyle brand in the UK. We are confident that the combination of our industry knowledge, retail estate successes and market understanding puts us in a strong position to be able to return the company to profitability and achieve growth.
“To achieve our goal of re-establishing the brand as a destination retailer of quality cards and gifts on the UK high street we are focussing on our customers, and striving to exceed their expectations through excellence in product selection and service across the store fleet.”
Clinton’s owner American Greetings has a 15 per cent stake in Dominique’s company Schurman Retail Group which owns the Papyrus stationery chain and is now running the 397 Clinton’s stores AG bought in June after the UK firm went into administration.

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