Gap unveils new concept store at Bluewater with denim customisation
Gap has opened a new concept store at Bluewater, the giant mall just south of London in Kent, offering a wide range of product and a denim customisation service.
The 10,000 sq ft store is in a strong position in the mall’s lower Rose Gallery and is next door to the Missguided store that will open there this summer.
Created by an in-house team, the new store is Gap’s first of a new concept design to launch in the UK and includes women’s, men’s, kids and baby collections, as well as GapFit and Gap Body, alongside the brand’s regular apparel offer.
Importantly as stores work hard to give shoppers compelling reasons to buy in-store rather than online, it also includes the brand’s Denim Addict service. This allows shoppers to customise their purchases with distressing, studs and patches. Other products can also be embroidered with names and initials as an extension of the brand’s customisation service.
Landlord Land Securities talked up the importance of Bluewater given that Gap chose to debut its new concept at the mall and said the opening is part of the property firm’s “strategy to create a select series of statement stores at Bluewater, where the emphasis is on providing something unique.”
And it is undeniable that it is something of a coup for the shopping centre given the relatively close proximity of central London and of other big name malls such as Westfield’s Stratford and White City locations.
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