building an omnichannel brand


Established in 1981, Vanilla started as a predominantly online female fashion retailer. Having built up a strong reputation through e-commerce and concessions, the brand wanted to continue to deliver trend-led, yet affordable options for females of all ages, by taking the next step into physical retail.


The Bluewater flagship was the company’s first foray into bricks and mortar retail with Lakeside being the first store where Vanilla began developing their design identity in earnest. The treatment to the shopfront, signage, and interior fixtures and fittings were agreed, and custom-made halo illuminated wall bay modules were developed to highlight product and add interest and depth to the store. The colour pallet employed within the store was defined, and signage packaged formulated utilising the strong imagery Vanilla has from their online presence.


rpa:group has been providing a full range of services including Architecture, Project Management and Quantity Surveying, to help progress the new store rollouts, with various other stores opening in strategic locations, such as Lakeside in Telford, Bury The Rock, Newcastle and Merry Hill.

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