The new-look store is part of a major two-year brand overhaul by Millers, which has 360 stores.
The refresh includes new branding, logo, store concept, and product arrangement. 18 Millers stores have been converted to the new store format, with a further 50 earmarked to be refurbished.
Inspired by home comforts, the 340sqm flagship has a zone-based layout with dedicated sections for casual and smart clothing, sleepwear, accessories and footwear in a vast offering of sizes and styles.
A community space at the back of the store has shelving full of books which customers can take and exchange, a notice board and comfy seating which will also be used for special VIP events. iPads are available in the community area so customers can browse for outfit inspiration and discover the season’s must-have looks.
Evelyn Kipriotis, head of marketing, said after two years of research to get to know customers inside out, Millers recognises that comfort, price and value are important, without compromising on today’s look.
“We believe our women deserve to not only look amazing, but feel amazing, and that means treating them to a memorable shopping experience. Shoppers will feel like they’ve stepped into a beautiful home as the design is based on comfort and style instead of standard shop fittings,” she said.
“We’ve enhanced the shopping experience with stylish, spacious fitting rooms featuring a chalkboard highlighting hot offers and convenient benches outside the store where friends can meet and partners and family can wait. Large digital screens playing ambient, uplifting lifestyle imagery have been installed throughout the store and iPads are available in the community area so customers can browse for outfit inspiration, discover the season’s must-have looks and read about hot topics our women are interested in,” said Kipriotis.
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