Childrenswear retailer, Cotton On Kids, is opening its biggest store yet at the recently redeveloped Warringah Shopping Centre in Sydney.
The store will launch with a refreshed concept and a focus on customer-centric experiences. In a statement, the company said it anticipated the new store approach will help double the size of its business and increase customer numbers.
This new store design has already been trialled at flagships in Sylvia Park, New Zealand and Chadstone in Melbourne. Cotton On Kids general manager, Natalie McLean, says response to these has been overwhelming as shoppers are looking for authentic experiences and genuine interactions with retailers.
“There is a real shift in the way shoppers interact with the brand as a result of the new store design,” she says.
“Retailing is as much about experiencing a brand’s philosophy as showcasing the breadth of offering and ensuring shopping ease. That’s why our new store concept was designed to provide heightened engagement and fun at every touch point—we know that’s what our customer wants.”
At 500 square metres the space is Cotton On Kids’ biggest retail location in the world. It has been designed with a playground in mind, taking inspiration from tree houses and merry-go-rounds.
Children will be kept entertained with interactive kids’ zones featuring colouring stations, magnetic walls and seating nooks, while parents can check out the brand’s full product range. Stock will include boys, girls, baby, gifting, bedroom linen and accessories.
Cotton On Kids currently operates 284 sites around the world with plans to increase its footprint to almost 300 stores globally this financial year.
“We are constantly evolving the KIDS brand and are thrilled to be opening our biggest store in Warringah, as part exciting global growth plans over the coming months,” says McLean.
“Our vision is to become the most loved brand in the world. To achieve this, we will remain focused on making kids’ fashion accessible for families and delivering experiences that are relevant to them.”
By Ruth Cooper
This article first appeared on retailbiz.
