Report Store TESCO – HOME AND AWAY


Relying on overseas revenues, Tesco has been looking to grow its key eastern European markets. The result is a new standalone format for its F&F clothing brand. Opening last year in Prague, it has now been refined in a larger form in Brno, the second city of the Czech Republic. It also opened in Warsaw, Poland and is poised to roll out a network of F&F standalones in the region. The stores do not feel like supermarkets – appearing to have more in common with H&M. In the UK, Tesco’s Hertford store demonstrates what was just a few months ago


perceived to be the retailer’s interior future. At the time, much was made of the wood cladding on the fixtures and around the perimeter, as well as the amicable sign stating ‘Hello’ at the store entrance. Now things have moved on and the Thetford and Bishop’s Stortford stores show the retailer’s latest thinking. Lower fresh food equipment heights allow better views across the interior and graphics reflect product provenance. Beauty departments in both locations are part of a move towards capturing a bigger share of the health and beauty market.


26 autumn 2012


wars MORRISONS’ CONVENIENT MOVE


As a latecomer to the convenience market, Morrisons has needed to hit the ground running. Making this a reality has meant in-depth design work with consultancy Fitch and the creation of, in effect, three different takes on the convenience format, in order to be able to customise the offer as required at local level. Dubbed M Local, what all three store types have in common is a refreshed


colour palette, greater amounts of natural daylight, exposed brickwork and wood where it is deemed appropriate (in areas such as the bakery). Lucy Unger, managing director at Fitch, says M Local has also


been designed to move away from the “canyon-like aisles” that characterise most c-stores with lower equipment heights in the middle of the shop that rise towards the perimeter. In practice, this means that shoppers of the stores in Ilkley, Manchester and Wilmslow, among others, are able to see through the space and navigate the store more effectively.


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