Strand has begun its new concept store rollout with the launch of its Melbourne-based Highpoint flagship on December 10.
The new concept rollout will see an increase of each store's square meterage by 2023 and will run across its 268-store portfolio. By 2026, Strand is expected to grow the total square footage of their stores by 52%.
Strand’s new Melbourne flagship is the retailer's largest at 380 square feet, and includes a new layout designed to hero the brand’s revised fashion-forward strategy.
The in-store experience includes improved visual merchandising, digital integration and dedicated sections to showcase Strand’s range of in-house and external brands.
Its features include a concierge assisted service model, with handbag stylists and luggage advisors, and a one-on-one service bar that allows customers to engage with the Strand team. Shoppers will also be able to choose click and collect pickup and secure pre-orders on upcoming new arrivals.
Digitally, the new concept includes Mobile POS, where customers can pay anywhere within the store, and staff will be equipped with headsets to improve customer service and team cohesion. Digital screens have been added to all customer touchpoints to boost range viewing and to share promotional offers.
A window into the back-of-house wrap and pack station for online orders is also included.
Strand Group CEO Felicity McGahan said her team recognised a need to evolve the business in order to attract a new generation of fashion-forward customers.
“Our customers told us our in-store experience was lacking, with too much clutter and too much going on,” McGahan said. “We listened, and took onboard their feedback. Everything that we’ve introduced is considered and customer driven, from layout right through to concierge-style customer service and modernised point of sale.
"Our incredible new flagship store at Highpoint is the culmination of bringing the new brand strategy to life, blurring the lines between physical and digital and giving our curation of brands the room to shine for the customer.
"With dedicated branded zones, enhanced digital innovation and an elevated customer experience, we know that the blueprint for this flagship sets the perfect tone for the evolution of Strand stores moving forward”
Strand’s new Melbourne flagship follows its rebranding strategy, marked by a brand name change last month from Strandbags to Strand. The brand is preparing for new initiatives to strengthen its rebranding into a new category, which it calls Fashion Travel.
Strand’s new flagship store is located on Level 3 of Melbourne’s Highpoint Shopping Centre in Maribyrnong.
The brand originated in Sydney, Australia in 1927. It is currently celebrating its 95th anniversary.