Menswear brand Jack & Jones has just launched its first Warehouse store, a retail concept that reinterprets the classic “outlet” idea. The first store part of this new project opened in Neumünster, Germany last Thursday in the “Designer Outlet” operated by McArthurGlen group. This first store measures 350 sq. meters in total and is part of an overall strategic growth direction the brand has already started that includes a series of recent initiatives including expanding its product portfolio and operating through omnichannel activities.
Jack & Jones wants to open 40 new and large Warehouse stores within the next three years.
Peter Kristiansen, brand director, Jack & Jones, explained: “As part of our growth journey, we’re now ready to launch our new retail initiative Jack & Jones Warehouse. Our new Warehouse stores are reinterpreting and challenging the standard ‘outlet’ concept, without compromising on the discounts you expect from a classic outlet.”
In these new stores the brand will not sell old and outdated stock products and leftovers from past seasons collections, but will offer products with a minimum 30% discount compared to normal Jack & Jones stores. “We keep the costs low on other parameters to ensure a lower price point in our Warehouse stores. To be able to offer such lower prices, we’ve set up a separate buying team that will handle the sourcing to this new retail concept. Thereby we can offer a full collection assortment in the full size spectrum,” added Kristiansen.
Products will be displayed and merchandised in a very simple way, enabling the store staff to handle everyday maintenance easily and first and foremost focus on product replenishment with the aim to keep handling-costs to a minimum.
The new stores are designed with full attention to an “easy shopping experience” principle. They are divided into sections where each area represents a product category, making it as easy as possible for the consumer to move and find what he needs.
Kristiansen explained: “We’ve taken inspiration from the convenience of online shopping and mixed it with the associations you get from a real warehouse. As a consumer you often navigate into an online shop with one objective in mind. For instance: You need a new T-shirt. Then you filter and choose from the products offered on the page. It’s the same principle we’ve used in this retail concept. Easy navigation equals easy shopping and that is what we want to offer our consumer in our Jack & Jones Warehouse.”
Additionally the store is designed with the use of simple communication tools and in-store decorations reminiscent of a typical warehouse atmosphere often characterized by a monochrome look in concrete gray.