By Gemma Taylor - Jewellery retailer Goldsmiths is to debut an innovative store concept aimed at younger consumers called ‘the boutique’ at Westfield Stratford City, it was announced today.
The new store offers cutting edge technology that the company hopes will appeal to those looking for a more interactive, experiential shopping trip.
It will be a 2,000 sq ft unit located centrally within Goldsmiths’ Westfield Stratford store, which opens in mid-September. The store will introduce autonomous Retailing machines, allowing customers to purchase items from its jewellery collection from vending machines without necessarily needing to enter the store.
Brands expected to be showcased at the new store include Biba jewellery, Lacoste watches, Diesel watches, as well as exclusive ranges from Soldier Soldier and LA Rocks. These brands will join other jewellery retailers in the highly-anticipated shopping centre, including H Samuel and Swarovski.
Commenting on the imminent opening, Director of Operations for Westfield UK Bill Giouroukos said: “Westfield Stratford City is a fantastic showcase for new concepts from established retailers keen to capitalize on the huge trading opportunity the centre offers.
“The boutique by Goldsmiths is the perfect example of a traditional and tested shopping experience reinventing itself and adapting it to a new, younger audience. We are sure it will be a tremendous success.”
Goldsmiths is owned by Aurum Holdings, which is also the parent company of Mappin & Webb and Watches of Switzerland. The company is currently up for sale and last month announced an 11 per cent year-on-year like-for-like sales rise for its first half. This increase in sales was attributed to the group’s multichannel offerings, as e-commerce sales across both Goldsmith and Mappin & Webb rose by 24 per cent year-on-year during the period.
The new store aims to improve digital in-store innovations and will include iPads for shoppers to browse available products. It will also adopt a “free flowing” contemporary showroom layout, in a move that will differentiate ‘the boutique’ from the traditionally linear representations seen in Goldsmiths stores to date. A ‘chill-out zone’ will also be available with Wi-fi technology and drinks facilities.
Richard Gerrard, Commercial Director for Goldsmiths, commented:“Goldsmiths is proud to be challenging the existing status quo in jewellery retailing with the launch of boutique.
“We have created an inspiring and interactive lifestyle-led environment, developed a distinctive sales mantra and engaged with technology in a way that appeals directly to our target customer – and this fresh and inventive approach cannot be rivalled elsewhere in the market.
“This is one of Goldsmith’s most exciting brand launches in our 230-year history and Westfield Stratford City, itself a pioneering retail venture, is the ideal location for launch.
“We look forward to opening our doors in September and are extremely optimistic about the future success of boutique, which we hope to roll out to new locations in 2012.”