perry - NewArmstrong

Case study
Perry

Projectperry

Perry Sports & Adventure is a leading sportswear and outdoor retailer in the Netherlands with more than 70 stores in major 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 is celebrating its 150th anniversary in 2016 with a completely new concept for the in-store look and feel and a new Flagship store on Kalverstraat in Amsterdam.

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

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 an athletic 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.

Customers are drawn into the store by the large “brand windows,” the shoe displays at the entrance and the display tables. The zoning by 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 finding the right fit.

To connect consumers with the local store Perry has 2 features instore: 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 the personal experience and privacy is important, the “Your Personal Fit” space is enclosed with a semi-transparent wall of wooden slats.