More Vanilla stores as successful expansion continues

Established in 1981 as a predominantly online female fashion retailer with showrooms in East London and Manchester, Vanilla ventured into bricks and mortar retail in 2021, with its Bluewater flagship being the company’s first independent physical store. Since then, the brand has seen a rapid and successful expansion, with nine stores opening across the UK and plans for more to comerpa:group has been working with an excellent team of consultants and contractors, to deliver the stores.

The most recent Vanilla stores to open are at Bury The Rock and Merry Hill Shopping Centre, Brierly Hill respectively. The Bury store provides 212 sqm of retail space and Merry Hill offers 298 sqm. Both have delivered a valuable boost to the current Vanilla portfolio.  

The new stores both take a clean & crisp approach to the display of product, with Vanilla dividing the stores between their Blue Vanilla and Pink Vanilla sub-brands. Pink Vanilla is aimed at 14 – 26-year-olds and is seen as a must-shop destination for a fun fashion fix. Merchandise ranges from glamour to casual gym-wear that is on trend yet affordable.  Blue Vanilla is marketed towards the 25 – 55-year-old range, offering styles that are more understated and sophisticated. 

With a simple pallet of colours and neutral flooring and finishes that allow the merchandise to be the main focus, the environment provides a perfect platform with which to engage with the intended customer base and to showcase the latest designs and trends available from Vanilla. 

rpa:group were engaged by Vanilla to provide a full range of Interior Architecture services that include Principle Designer, conducting initial site surveys and producing feasibility reports and detailed Architectural drawings. This included managing Landlords, Local Authority and Building Regulations approvals as well as tender documentation, management and recommendations. In addition, rpa:group also provided Project Management  and Cost consultancy for the stores. 

rpa:group were again able to partner with an exceptional group of consultants and contractors, to help ensure the delivery of these retail projects run as smoothly as possible.

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