Design showcase: Lingerie brand Beldona's new store format

Swiss lingerie brand Beldona, a subsidiary of Triumph, has launched a new store format in the town of Aarau, in the canton of Aargau.

The store, designed by Dfrost, seeks to create a sensuous environment that calls to mind a dressing room, providing privacy and sensitive service for customers.

The Beldona brand was established 60 years ago, and has 66 retail branches with some 370 employees. It is the market leader in lingerie in Switzerland, offering daywear, nightwear, beachwear and other ranges. It is now seeking to establish more premium positioning.

Dfrost held in-depth workshops with the brand before embarking on the design project, with staff from multiple departments. Field research was conducted at stores in Zurich and Aarau, identifying issues such as high product densities, insufficient storage, and difficulties in implementing visual merchandising principles.

As a result the new format focuses on creating clear and visible collection capsules, and providing storage that allows stores to keep a high level of inventory without having too much of it on display – the brand prides itself on inclusivity, and on being able to cater for customers of all shapes and sizes.

Several counters and plenty of seats are provided for staff to provide one-to-one customer service, but there is not a conventional, rigid checkout location.

Rear wall modules and freestanding units are used to display merchandise.

The new format will be used to drive growth for Beldona, which plans to install its in around 80 locations both within and outside Switzerland’s borders.

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