Perry - NewArmstrong

case study
perry

Projectperry

Perry Sports & Adventure is a leading sports fashion and outdoor store in the Netherlands with more than 70 stores in the main cities.

The history of the brand dates back to 1866 with the founding of the ‘English American Perry & Co Warehouse’ on the Kalverstraat. After a long history, the brand celebrates its 150th anniversary in 2016 with a completely new concept for the in-store look and feel and a new Flagship store in the Kalverstraat in Amsterdam.

NewArmstrong has been a proud partner for Perry since 2015 in the development and rollout of the new look and feel of the stores. Since 2015, we have designed and renovated the Turnkey stores for more than 15 stores .

Perry has a strong focus on sporting goods. The target group is the active and sporty consumer, both on the sports field/gym and in the city (skating, rollerblading) on and outdoors (running, hiking, camping, cycling).

The store’s design is inspired by a sporty lifestyle in the urban environment. The stores have a raw, unpolished look. All walls and ceilings are painted light gray. The floor is finished with a concrete-like matte cast floor. The racks are transparent steel frames with wooden shelves, metal front bars and hooks.

The customers are drawn into the store by the large brand windows, the shoe displays at the entrance and the display tables. The zoning per sport is visible in the layout by dividing the store into ‘corners’. All equipment per sport is placed in a ‘corner’: shoes, clothing and accessories.

strong
in delivering
on time.

To connect the consumer with the local store Perry has 2 functions in-store: the ‘Event Space’ and the ‘Your Personal Fit’ space.

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, the Rotterdam City Run, yoga classes or practice evenings for the MudMasters.

In the ‘Your Personal Fit’ customers can get advice about the right shoes for their body. A medical-grade scanner scans the sole and a trained worker and then advises on the right shoes. The customer can test the shoes on a running belt. Because personal experience and privacy are important, the ‘Your Personal Fit’ area is closed off with a semi-transparent wall of wooden slats.