British retailer Cath Kidston has re-opened its global flagship store located at 180 Piccadilly, London. Open from December 2nd, it will be the brand’s only high street retail store, following Cath Kidston’s brand transformation plans announced in October.
The flagship has been transformed to showcase the brand’s 27 years of British design and print heritage. The 7,040 sqft store, set across three floors, is themed around animating the ‘Home of Cath Kidston’; designed to give customers an opportunity to explore the world of Cath Kidston that they know and love, while complementing the brand’s new digital-first strategy.
The in-store concept includes dedicated areas reflecting consumer demand and the brand’s status as a gifting destination. Cath Kidston has seen a resurgence in Home and Kids categories as customers spend more time at home due to the coronavirus pandemic; sales in these areas currently represent 45 percent of total sales.
180 Piccadilly will boast concepts focused on beauty & wellness, home entertaining, a bespoke haberdashery that offers home décor options and fabric by the metre, as well as a Christmas Gift Emporium.
Melinda Paraie, CEO at Cath Kidston said of the store opening “London is at the heart of our brand and we are thrilled to introduce the newly reimagined 180 Piccadilly to our customers, just in time for Christmas. We are confident that our customers will recognise and love the quality and craft of the products in a highly curated environment, relatable to today’s lifestyle.”
Following the restructuring in April, Cath Kidston has realigned its cost base and structure to create an economically viable operating model as a brand-led, digital first retailer, with e-commerce accounting for 85 percent of the business.
Other transformation measures include streamlining Cath Kidston’s product range by curating content for customers in more meaningful ways and refining the offer to focus on key products and easier ways to shop.
“The Cath Kidston ethos is rooted in creating beautiful, functional pieces curated to bring everyday moments of joy, and that’s exactly what we’ve brought to life in 180 Piccadilly. My team and I are delighted to welcome our loyal customers to this home from home – a store that celebrates all things Cath Kidston and is a cornerstone of our future plans for the brand.“ said Holly Marler, Creative Director at Cath Kidston.
The transformation was brought to life in collaboration with the creative talent at Caulder Moore, a world-renowned agency best known for creating multi-sensory brand theatre for some of the most beloved brands across the globe.
180 Piccadilly will be open from 10am-8pm Monday-Saturday and 12pm-6pm on Sunday. A number of regulations have been put in place to ensure a safe environment for staff and customers at the store including a one way system and hand sanitisation points.