Perry Sports & Adventure is a leading sports fashion and outdoor store in the Netherlands with over 70 stores in the main cities.
The brand history dates back to 1866 with the founding of the ‘English American Perry & Co Warehouse’ at the Kalverstraat. After a long history the brand celebrated it’s 150th birthday in 2016 with a complete new concept for the instore look and feel and a new Flagship store in de Kalverstraat in Amsterdam.
Since 2015 NewArmstrong is proud partner for Perry in the development and roll out of the new look and feel for the stores.
Perry has a strong focus on sporting goods. The main customer is the active consumer who is, is active in the urban sports field and the active outdoor sports field (running, training, fitness, swim, outdoor, tennis, biking).
Look and feel
The store look and feel resembles this sports lifestyle in the urban jungle. The stores have a raw, unpolished look with all the construction details visible. All walls and ceilings are painted in a light grey. The floor is finished with a concrete- like matte cast floor.The racking are transparent steel frames with wooden shelves , metal bars and hooks.
Customers are drawn into the store by the large brand windows, the shoe displays near the entrance and the display tables. The zoning per sport is visible in the lay out by dividing the store into corners. All the equipment per sport is placed in a corner: shoes, clothing and accessories.
Interaction with customers
To connect the consumer with the local store Perry has 2 features instore: the event space and the ‘Your personal Fit-Corner’
The event space consists of the Click&Collect, a juice bar, a check-out and lockers. Events are programmed by an event coordinator. Examples are the Utrecht Skate in, Rotterdam City Run, yoga classes or excercise evenings for the MudMasters.
In the ‘Your personal Fit’ customers are able to get advice for the right shoes for their body. A scanner of medical quality scans the sole and a trained employee than advises on the right shoes. The customer can try the shoes on a tredmill. Since the personal experience and privacy is important the ‘Your personal Fit’ area is closed of with a semi-transparent wall of wooden slats.
Etos is one of the largest drugstores in the Netherlands. It is founded in 1919 by Anton Philips, founder of the Philips Technology brand. The stores were founded to keep the Philips’ staff healthy. The first stores were even supervised by a nurse.
A century later Etos is one of the largest drugstores in the Netherlands and highly valued expertise in health and beauty.
A full century Etos: towards a future.
For Etos we have designed and engineered several flagshipstores and have collaborated closely with the format team to guide Etos towards a new concept for the 100th anniversary .
Towards this anniversary Etos has moved forwards by several changes. They have introduced a new logo, based on it’s first logo. Three ‘diamond’ stores have been built in 2018 to research the Etos of the future ( Etos Leidsestraat Amsterdam, Etos Steenweg Utrecht, Etos Spuistraat Den Haag). As a result of this research in 2019 a new concept store is opened in the ‘Mall of the Netherlands’.
For the Etos Diamonds and concept stores we develop designs and a full design package for construction. For Etos refits we have a small design package consisting of a lay-out and a facade drawing. In the lay-outs we pay attention to routing, cash desk position, position of staff ( nearby to advise), and safety (fire compartments, safety of staff and loss control). In the lay out the ‘shelf space plan’ is leading in the lay out: to make sure every Etos has the right amount of merchandise and can work with the standard deliveries for replenishment.
In our engineering we take care of the permits; we deliver the BIDs sets and Construction sets. During Construction we setout the measurements on site to make sure the store is built exactly as designed.