Arts and crafts retailer Hobbycraft has launched the first of its new look stores, which aim to attract a younger female clientele.
The new outlet in Orpington, Kent, which is the company’s 52nd store in total, has been designed to be more colourful and spacious in an attempt to appeal to young mothers.
In contrast to previous stores, the shop provides customers with clear navigation, colour-zoned areas and lower fixtures, and has much more of a department store feel.
Similarly designed retail space is set to be rolled out at new and existing stores across the UK in the coming months.
The changes at Hobbycraft come at a time when other high street retailers are adapting their property portfolio to draw more shoppers to the high street.
Health & beauty retailer Superdrug plans to open a number of new fresh-looking brighter stores in the year ahead, moving away from the business’s traditional image of value and discount products, while Clinton Cards hired design consultancy The Yard Creative last year to change the look of its shops in order to improve customer experience and boost sales.
Catriona Marshall, CEO of Hobbycraft, commented: “We are delighted to the reveal Hobbycraft’s exciting new store concept which has a more vibrant, feminine and softer look.
“Our aim is to create a welcoming, modern and family friendly environment and make craft more appealing to a younger audience; in particular 25-35-year-old women with children.”
Hobbycraft reported pre-tax profits of £10.2 million in the year to February 21st 2010, an increase of £5 million year-on-year.
Turnover for the 12-month period was £84.4 million, up from £68.7 million during 2008-09.
Figures are from a period before the business was acquired for around £100 million by private equity firm Bridgepoint Capital, which installed former Pets at Home executive Marshall as CEO in January in place of the long-serving Chris Crombie who had worked for the retailer for 14 years.