In August, Barbour became the first brand to use a new British-designed modular retail display system that allows retailers to refresh stores without replacing entire fixture schemes.
The ReFrame system, which was designed, developed and manufactured by retail design agency Ripple, made its commercial debut at Blenheim Palace.
It has been used to create a dedicated Barbour retail destination within the retailer’s existing store.
ReFrame has been made to help retailers update, scale and reconfigure stores without carrying out a full refit every time, according to the company.
Removing “unnecessary cost, waste and disruption”
Ripple’s new modular retail display system sounds like great news for retailers that frequently change up the layout of their stores.
The company’s website claims that ReFrame is “built for brands that evolve,” providing them with “one flexible platform for wall runs, mid-floor islands, feature bays and multi-store rollouts”.
Ripple managing director David Wolfenden explains: “Traditional fixed display schemes can mean that when a retailer wants to change a product range, run a seasonal campaign or alter the layout, large parts of the existing fixture have to be replaced.
“That creates unnecessary cost, waste and disruption.
“ReFrame separates the permanent framework from the elements that change more frequently.
“The framework stays in place, while merchandising components such as shelving, rails, hooks, tables, counters, back panels, light boxes and other accessories can be changed or repositioned around it.”
“It also means future installations can be much quicker,” he assures.
Wolfenden notes that Ripple chose to use the ReFrame system for Barbour’s Blenheim Palace installation because “there was a need for a high-quality display solution that could work within a historic and sensitive existing retail environment, while offering greater flexibility for the future”.
“The project was a good fit for ReFrame because the space needs to evolve as Barbour’s product ranges and seasonal collections change,” he says.
“Rather than designing a fixed scheme that would need to be replaced every time the merchandising requirements changed, ReFrame allows the core framework to remain in place while individual merchandising elements can be removed or repositioned.
“This gives the retail team greater control over how products are presented now and in the future.”
“Constant pressure to keep stores fresh and relevant”
In a fast moving retail world, businesses face a lot of pressure to update stores accordingly.
However, Wolfenden says that it “wanted to challenge the assumption that refreshing a retail environment has to mean replacing everything each time”.
“Retailers are under constant pressure to keep stores fresh and relevant,” he notes.
“Product ranges change, seasonal campaigns come and go, brands evolve and customer expectations move on.
“However, that doesn’t necessarily mean the underlying fixtures need to change every time.”
He insists that “ReFrame makes change easier”.
“If a retailer can reconfigure a space using interchangeable components, changes can happen quickly and consistently, keeping customers engaged, and encouraging them to interact and shop,” he says.
Wolfenden affirms: “ReFrame is aimed at retailers and brands that need their physical environments to change regularly, particularly those operating multiple stores, concessions, shop-in-shops or other branded retail spaces.
“Visitor attractions, department stores, and concessions can all benefit from a system that allows them to adapt their merchandising without replacing the underlying infrastructure.
“It is particularly relevant for businesses managing a larger estate, where the cost and disruption of repeatedly refitting multiple locations can quickly add up.”
He adds: “A modular approach gives those retailers the opportunity to standardise the underlying system while still tailoring finishes, branding, layouts and merchandising to individual locations.”
“Retailers that are looking at their store estates differently”
It seems that Ripple’s debut of its ReFrame system has performed well, with Wolfenden noting the initial feedback has been “very positive from Blenheim Palace’s head of retail and customers”.
“The ease of installation was noted as a significant benefit,” he points out.
“The system will now be used to its full potential as we enter the busiest retail period of the year.
“One of the key benefits has been the improved visibility of the Barbour products and the flexibility to respond to changes in stock.”
Following the ReFrame system’s Blenheim Palace debut, what retailers will put Ripple’s new system to the test next?
Wolfenden reveals it is “interested in working with retailers that are looking at their store estates differently”.
“That could be a national retailer looking for a more consistent approach across its estate, a brand operating concessions or shop-in-shops, or a retailer that needs to accommodate frequent changes in product mix,” he says.
“The important thing for us is that ReFrame isn’t tied to one particular retail category.
“The system is designed to be configured around the requirements of the brand and the space.”
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