// Inside River Island’s River Studios new store concept, featuring “an elevated visual approach” and “a fresh take on River Island’s identity”
// The concept features smart fitting rooms, allowing customers to request alternative products and seek assistance without leaving the cubicles
River Island is set to open River Studios – a new format store in Derby later this month, which the fashion retailer has promised will give shoppers an “elevated experience” in a store designed to reinvigorate the high street.
River Studios will debut in the Derbion shopping centre in Derby before being rolled out to selected locations as part of the retailer’s ambitious plans to reinvigorate retail.
The 11,000 sq ft interior steers away from the typical white box retail approach, taking inspiration from boutique stores.
In-store, free-standing clothing rails host new, exclusive in-house brands, curated to make it easier for shoppers to find products.
The concept also features smart fitting rooms, allowing customers to request alternative products and seek assistance without leaving the cubicles.
River Island retail director Steven Morris: “Reinvention has always been at the heart of River Island, with our business is adept at evolving alongside – often ahead of – the high street.
“By trialling River Studios, we aim to create a seamless, premiumised experience for the customer that tells them a story – about our design process, which not that many know of, and the fact we’re still family owned. We believe the concept proposed by Draw perfectly encapsulates that. We’re really pleased with the store and excited to see what comes next”.
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