Newly designed Street One store in Rheine
Newly designed Street One store in Rheine
 

12 Oct. 2012

CBR ROLLS OUR NEW STORE CONCEPTS FOR CECIL AND STREET ONE


The CBR Fashion Group from Celle, Germany has simultaneously rolled out new store concepts for its two retail concepts Cecil and Street One. The new shop designs have already been introduced during CBR’s Brand Days Berlin in July and shall now launch throughout the country.

Changing room area in the Cecil store in Bochum
Changing room area in the Cecil store in Bochum
The first newly designed Cecil Store opened at Bochum’s Ruhrparkcenter on September 13. With the new shop system, Cecil puts a fresh emphasis on their POS, giving it a modern lounge-chic.
The shopfitting system which was developed by Stuttgart-based brand and retail marketing specialists Liganova, is mainly characterized by its flexibility and multiple combination possibilities.

The highly structured background of whitewashed pine and concrete shall create an exciting contrast to the materials of casual wear for modern women. Great visuals shall bring an emotional connection with the Cecil customers.

Cecil partner Ulrich Lamers who runs the Bochum store, said: “The new CECIL concept is based on the current needs of the customers, as it offers almost limitless possibilities for the constantly changing looks. There are very many small details in the presentation of goods, such as high quality hangers or even the bright wooden cabins that offer the Cecil collection in a younger, fresher and dynamic light.”
By the end of the year, 50 Cecil stores shall be given the new look.

Inside the Cecil store in Bochum's Ruhrparkcenter
Inside the Cecil store in Bochum's Ruhrparkcenter



Also CBR daughter Street One has a new store design which was firstly introduced in the re-opened Street One store in Rheine on September 27. "The new product staging is all about simplicity and design. The store exudes urbanity, clarity and quality, and fits perfectly with the new, more fashionable direction of the collection,” Street One Business Manager, Thomas Kromik commented.

The interior concept, which features elements of light wood and blackened metal, was developed by Italian architect Duccio Grassi in cooperation with shopfitting company Vizona and lighting specialist Ansorg. For the first time, the concept offers Street One partners the possibility, to pass on tailored information to the customers via large LCD screens and the like.

Christoph Rosa, CEO of CBR Fashion Group commented: ‘The Street One team has worked hard on the product and made an optimization of the internal processes. Currently the POS rollout is being driven. By the end of the year, about 85 stores and shops-in-stores will open with the new Street One shop concept.”

Inside the newly designed Street One store in Rheine
Inside the newly designed Street One store in Rheine

Alice McCullagh

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