Sheridan’s new store concept highlights the chain’s shift from bedding retailer to lifestyle brand. Created by Design Clarity, two stores have opened under the new format, which showcases Sheridan’s extended range of product categories, including homewares, loungewear, stationery, gifts, and fragrances, in a traditional Australian setting. The new concept can be seen at Sheridan’s Chadstone store in Melbourne and Miranda in Sydney. Kristina Hetherington, MD of Design Clarity, says
s the store aims to reflect Australian living and showcase how Sheridan’s ranges can be displayed throughout the entire home.
“Sheridan is an iconic brand in Australia, mostly for bedding and towels, but now [it’s] pushing further into other categories, so we have independently designed each of the ranges instore,” Hetherington said.
Design Clarity used a refined colour palette – a mixture of natural and pastel hues – alongside contrasting but complementary materials, such as light timber veneer shelving and white caesarstone counters to create a showroom-like setting.
“Before, the stores were quite neutral and cold with a lot of stone and metal and not a lot of focus on timber and the way that the timber is used,” Hetherington said.
Using interchangeable fixtures for the first time has allowed for different levels of ‘pause points’, such as low level shelving, to be created throughout the store to break up the customer journey, which Hetherington notes as a major highlight.
“Everything within the store is designed to be totally flexibility, whereas with the previous concept everything was locked in, but now they can tailor each section to the product requirements.”
