The document discusses the challenges a brand faced when transitioning from a catalogue business to opening high street retail stores, including turning a 2D brand into a 3D in-store experience, dealing with geographical spread, and adapting internal processes. The brand solved these problems by crystallizing core brand elements for the store environment, adjusting packaging and product offerings, creating new business processes, and integrating the catalogue, website, and stores. The result was a successful transition to the new retail concept.

1. From Catalogue to High Street
- rolling out a new retail concept

2. Some of the problems
•Turning a 2D brand into 3D
•Dealing with geographical spread
•Packaging design
•Product offer – not set up for impulse purchases
•Internal processes needed adapting
•Integrating catalogue, web and store
•How to treat windows

3. Solutions
So how were these problems solved?

4. Solutions
•Crystallise the core brand elements – maybe in a
different way to before
•Think about this in terms of;
– texture and materials
– lighting
– Signage and other POS
– Display materials such as shelving, POP
– VM etc

5. Solutions
•Critical difference between store artwork (seen as
part of a whole) and mail order pieces (often in
isolation)
•Packaging and product offer adjusted
•Create new business processes i.e warehouse,
creative etc
•Integration
•Conviction and persistence

6. Result

7. Summary
•Keep your brand at the heart of everything you do
•Have conviction in your dream
•Anticipate that almost all elements of the business
will change even if only slightly
•Watch how people are using your store and look
for cues need for change

8. Summary
•Look for ‘barriers’ that are preventing people from
buying or understanding your business then
remove them
•Know which ‘advice’ to listen to
•Has your market changed now that you have a
physical presence?