Retail design specialist Design4Retail has completed its installation of a unique merchandise display system to support the launch of Merrell Apparel, an outdoors clothing range that complements its highly successful footwear range.

Design4Retail first approached Merrell in January 2007 to be considered for the planned launch of Apparel. This prompted Merrell to review its entire POP (point of purchase) programme including footwear and to ask Design4Retail to pitch for the business. Following a three way pitch Design4Retail were selected as their chosen design partner. They were asked to develop their POP concept to support the launch in five stores initially with major outdoor retailer, Blacks.

Merrell, Marketing Manager, Richard Codgbrook, comments: "We were impressed by their fresh approach to design - the Merrell Apparel brand is about creating stylish yet high performance clothing that can meet 'real world' demands. Design4Retail really understood this by bringing the outdoors inside with their bespoke merchandising solution that skilfully combines both clothing and footwear ranges, while powerful graphics really deliver the excitement of the outdoors, but with a contemporary feel that will appeal to our customers."

Design4Retail, Creative Director, Chris Baker, comments: "We ensured that the system would work well in stores from the very beginning - it has been designed to allow easy installation so it can be rolled out across a greater number of stores. The furniture is in two modules - a 3D bright orange wall bay display that brings a real focus to what would have been plain white walls and a supporting gondola.

"The wall panels are vacuum formed with a 'pinseal' finish to create texture and reflect the quality feel of the Merrell Apparel range. They also feature the design concept of the 'hero pod', a clear dome with product display area and interchangeable graphic panel that keeps the unit up to date and engages the customer with seasonable trends and the technical attributes of the merchandise.

"While the matching gondola features moulded panels at each end with clip on lenses so graphics can be easily updated. It also includes end panel accessories such as a mannequin to give life to the merchandise and a four shelf footwear display area. The panels are held within metal slotted frames which have the option to take hanging arms and shelves for flexible merchandising in the future. The Gondola also has a glass top with orange edge detailing which can be used to display promotional POS, footwear and apparel accessories.

"A handy footwear mirror also encourages customers to try products while at the unit so they spend even more time with the Apparel merchandise. The entire system has been designed so it can be easily updated to ensure longevity and to create the experience of a store within the store."

Merrell, Richard Codgbrook, continues: "Once approached with the new design concept, Blacks agreed to increase their merchandise order with us to support our new furniture in-store for this important launch. The new system has proved to be so successful that we are now planning to roll it out to many more of our UK retail customers early next year with Design4Retail's support."

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