Since 2015 NewArmstrong is proud partner of Perry in the development and roll out of the new look and feel of the stores.
Perry has a strong focus on sporting goods. The main customer is the active consumer who is active in the urban sports field and the active outdoor sports field (running, training, fitness, swim, outdoor, tennis, biking).
Look & Feel
The store’s 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 racks are coated forged steel frames with wooden shelves ,steel bars and hooks.
Customers are drawn into the store by large brand windows, shoe displays near the entrance and display tables. The zoning per sport is visible in the layout by dividing the store into corners. All the equipment per sport is placed in a corner: shoes, clothing and accessories.