New Look will open its largest concept store at Metrocentre in a new 11,000 sq ft space, marking the latest step in the fashion retailer’s evolving omnichannel strategy.
The new store will be located in Metrocentre’s Red Mall fashion hub and will build on the format first introduced at Bluewater, where New Look trialled a concept centred on stronger digital integration, dedicated service hubs and showroom-style spaces.
The retailer said the Metrocentre opening comes as it continues to see momentum from Club New Look, its first loyalty programme, which has now surpassed one million members. It added that investment in customer data and personalisation is helping it create more tailored experiences across both stores and online channels.
Having traded at Metrocentre for 20 years, New Look said the relocated omni-hub format has been designed to deliver a more seamless link between in-store and online shopping.
Customers will have access to click and collect services, self-service ecommerce drop-off points, order-in-store showroom features and digital browsing displays aimed at making it easier to shop across a broader range.
The store will also offer an expanded selection of womenswear and accessories, alongside New Look’s 915 brand, as well as refreshed fitting rooms and upgraded services.
The investment forms part of New Look’s wider digital transformation strategy. The retailer is backing that push with a £30m investment focused on accelerating digital growth, including the use of data and AI to support more personalised shopping experiences.
New Look retail director Mark Matthews said: “Opening our largest concept store at Metrocentre is an exciting moment for New Look and a strong signal of how we are evolving the role of our stores.
“As our digital platform and Club New Look loyalty programme continue to grow, we are creating spaces that bring those capabilities to life for customers in-store.
“Our omni-hub format is built to integrate our online strengths with an inspiring retail environment. Following the strong response to our Bluewater concept store, we are now accelerating the rollout of this format across our estate as we continue to invest in stores that support a more connected, omnichannel customer journey.”
Sovereign Centros from CBRE director Ben Cox, asset manager of Metrocentre, said the investment underlined continued confidence in the destination from both new and existing occupiers.
He said: “It’s great to see another long-term occupier investing in a latest concept store at Metrocentre. While securing new brands is a key focus for us, we are equally committed to supporting our existing retailers in elevating their offer.
“We’re focused on continually evolving our line-up and ensuring the look and feel is fresh and relevant. This significant investment from New Look is the latest show of confidence in Metrocentre, and the new store will be a fantastic home for them.”
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