By: N Jayalakshmi
Last updated : April 16, 2019 10:24 am
The CH store re-launch with the new concept is slated for Summer ’19 and involves a repositioning of the whole brand personality.
The design language is mean to resonate with the warm and vivacious personality of the brand, a far cry from the clinical feel of a pharmacy. It also aims to showcase the welcoming and knowledgeable attributes of the brand. “The reimagined store environment will be a marketplace of discovery where customers can pop-in and explore what’s on offer – from influencer product edits to beauty lounge treatments and optical advice, plus a number of in-store events. Each department will have its own identity, easing navigation as well as giving the space a more optimistic feel,” according to Dalziel and Pow.
The store re-launches with the full concept in Summer ’19.
Speaking about the brand repositioning exercise for CH, David Dalziel, Creative Director at Dalziel & Pow says, "We at Dalziel and Pow are proud to align with brands that are ambitious and expansive, reacting to their demanding consumers with progressive and confident concepts. This is made more special by the fact that this is a local independent. These opportunities are rare and valued. This will be a wonderful example of new retail at its best."
“Working with Dalziel & Pow has been the stuff of superlatives: an incredible team of highly creative and committed individuals who have challenged us to be more than the sum of our parts. Dalziel & Pow’s vision, breadth of experience and guidance has been unbelievable. The excitement from our customers waiting to see the soon-to-be-revealed-store is mounting!” shares, Peter Harty, Co-founder CH.