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Esprit, Beijing, China – Retail Focus

Bold and contemporary. Esprit’s new store concept moves the customer to the heart of the shopping experience. The new Beijing store is created to inspire, surprise and bring joy to customers.

The clean and open presentation brings the product into full focus. Esprit has recently reduced the number of options in store by 25 to 30% allowing key pieces and product themes to stand out. These open areas encourage exploration and give space to create stories around the collections.

The graphic, playful and expressive identity conveys what Esprit stands for: people, community and positivity. One of the main elements is the façade. The iconic Esprit logo covers the full length of the store making a proud statement and giving prominence to the product.

Tiled backdrops merge together as a visual horizontal line throughout the entire store radiating calm and supporting the modern graphic image. Collection highlights can be specially positioned in coloured acrylic panels which are placed against the walls. “Our new store in Beijing is a showcase for the Esprit brand. With surprising and functional design details, and bright and social spaces, we think this is a great expression of the spirit of Esprit,” says Anders Kristiansen, Esprit Group CEO.

There has been another major change to the look and feel of the store. To maximize the interaction between sales people and customers, the cash desk has been re-imagined and moved to the middle of the selling space. This forms a social hub that invites customers to stay, converse and relax and further experience the Esprit brand.

The new store in Beijing is a showcase of Esprit’s new brand expression. Elements of the new store concept are now being tested and tried. Selective roll out to other Esprit spaces is now in planning.

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