// River Island will open the doors to River Studios, a new store format at Derbion shopping centre this Friday
// The store promises “an elevated visual approach” and “a fresh take on River Island’s identity”
River Island is to open a new format store River Studios at Derbion shopping centre in Derby this week, which will give shoppers an “elevated experience”.
River Studios will feature a curated collection from River Island’s in-house brands such as RI London, In Other Words, Unplanned, and Chelsea Girl.
The store promises “a fresh take on River Island’s identity” and “an elevated visual approach”.
It also benefits from a raft of new technology such as smart fitting rooms where shoppers can ask for more sizes, choose different products, or ask for advice digitally.
There is also an AI styling tool, named Chloe on the shop floor, which gives customers advice after they answer a few questions about their preferences.
READ MORE: River Island launches third-party beauty labels ‘to support emerging brands’
River Island chief executive Will Kernan said: “This is an exciting step for River Island as a business, and marks the next stage of our continuing journey to elevate the River Island experience for our customers.
“Retail is at its best when it is evolving and adapting to best suit the needs of shoppers, and we are no different. River Studios delivers a modern, seamless experience fit for the high street of today.”
River Island previously had a 3,000 sq ft store at Derbion shopping centre but relocated and upsized for River Studios.
Derbion centre director Adam Tamsett added: “The stylish space will be the first standalone store to showcase a brand-new look and feel, which will complement our strong fashion offer perfectly.”
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