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Shopfloor


PROFILE: COOPERS STORES


34


‘A new way of retailing’


Coopers Stores is on a mission to become a true retail destination with the help of its key brand partners. And after installing a new sizeable shop-in-shop with Smeg, company Director Darrin Christan wants to bring his appliances to life and create a memorable shopping experience for “the next generation of customers”, he says. Jack Cheeseman talks exclusively to Darrin and Smeg’s Kris Horley to find out more.


D Darrin and Kris


own in Bath in the South West of England, Coopers Stores has recently undergone a huge transformation. As a ‘Premio Partner’


of Smeg, the retailer has dedicated a large part of its store to showcase the bold and bright appliances the Italian manufacturer is famous for. Darrin Christan took over the business as


Owner and Director 18 months ago. But prior to this, he was already having conversations about creating a new “wow” destination store for customers far and wide. As the country went into lockdown three, a gap


opened up for the refurbishment work to begin and a whole section of the store was overhauled with new branding as well as new lighting and flooring. It’s now been over three months since Coopers reopened and feedback from customers and the


industry as a whole has been very positive. People are travelling from across the Bath area, and even elsewhere in England and Wales, to visit the new- look store. Mr Christan says this is exactly the impact he wanted. “One of the unique things that Coopers always


had is the ability to identify unusual and unique trends,” he tells ERT. “We have always been a partner of Smeg and of course its products have always been so eye-catching and different. “I always wanted to go down the destination store


route. Fundamentally, the high street is changing and I think now we are going back to a more traditional high street for the specialist retailer. We have to bring the value-added now – a memorable experience – with every product either being live or at least in demo mode.”


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