June 21, 2017 by

Staying Current on a Budget

Sometimes all you need is new drapes and carpet to make your home feel new again. Throughout history, in times of political or economic turmoil, retailers have turned to this approach to revitalize their stores without breaking the bank. And, as purse strings for brick-and-mortar draw tighter and companies spend more on online distribution and branding, many older stores and brands suffer by not keeping up with current trends and holding on to an aging fleet of stores.

Some retailers are reluctant to spend the money on a remodel as the ROI is not always immediate. However, the retailers that do remodel cite competition, expanded assortment and new identity as compelling reasons to update their store experience.

But now, retailers that are willing to spend money on remodels are trying different approaches—from full gut renovations to a simple new sign or logo at the front door. One of the earliest brands to engage in this approach was Express Men. After rebranding their structure stores, Express began by changing out signs, then storefronts and eventually remodeling interiors as customer traffic—and sales—increased.

Partnering between the San Francisco office and the Seattle office, CallisonRTKL recently took a similar approach with a Janie & Jack remodel in Los Angeles. Part of the Gymboree group, Janie & Jack is a high-end children’s clothing retailer. With a launch event date looming in eight short weeks, the team buckled down to concept, design and remodel the store.

Working with the existing store layout, they added new lighting, fixtures, paint and finishes. The result was a store that felt new, refreshed and contemporary—thanks to only smaller-scale updates. You know what they say; the devil is in the details, and often it is the small changes—like LED lamps or a new counter top on the cashwrap—that the customer notices the most.

While the Janie & Jack re-fresh was a success, not all remodels can solve underlying issues like service, product or operations with a small update. It is important that the client work closely with the designer to identify the goals of the project and set expectations for the result. Working together, a well-designed remodel sets the store up for 5-7 years of success, while something trendy may only last a few months.

This quick and flexible approach did not follow our usual design process, but through small changes and minimal budget, CallisonRTKL created a big impact for Janie & Jack.