Roots unveils new store concept in Toronto
Canadian retailer Roots has unveiled a new store concept at Yorkdale Shopping Centre in Toronto.
The new 5,100-square-foot concept store, dubbed Roots 'Enhanced Experience' store, features a fresh look designed to feel like a modern cabin, as well as Roots first 'Customization Workshop' and more.
“Physical stores will always be a critical asset for Roots because they provide a personal and social shopping experience. The long standing success of our current Yorkdale location motivated the move to the Enhanced Experience format,” explained Jim Gabel, Roots President and CEO.
The Roots Cabin design is inspired by the open air, and is indeed very bright and open, allowing customers to properly circulate the store and see the large variety of products spanning footwear, handbags, apparel and more.
“At approximately double the size of our previous location, the ‘cabin’ design offers a wider merchandise selection, a dedicated leather customization space, an enhanced fitting room lounge experience, and in store pick up of online orders. Elevated leather and footwear shop-in-shops will also offer our customers a full range of seasonal footwear, jackets and leather bags– target growth categories for Roots,” Gabel added.
The location's design was also largely influenced by the brand’s heritage and features Roots Canada archive pieces such as an original ‘R’ sign from an early flagship store, the machine that made the company’s first negative heel shoe and an array of celebrity Award Jacket replicas.
At the heart of the redesign is locally sourced millwork from across Ontario, as well as reclaimed wood and Ontario cedar contrasting.
The new concept store also houses a 'Customization Workshop', described as “an interactive, collaborative creative space that is digitally connected to The Roots Leather Factory”, which allows customers to customize and personalize Roots heritage styles such as The Award Jacket, The Student Pack, The Small Banff Bag and The Downtown Tote. In-store 'Customization Experts' are equally present to guide customers through the process, while monogramming is also available for all Roots leather goods purchases.
Customers can also enjoy an in-store Lounge where guests can relax on Roots leather furniture, charge their phones and enjoy a refreshment. The Lounge also doubles as a spot for live performances and interactive listening sessions featuring a DJ booth and more.
The company is equally merging its e-commerce and physical store experience with the 'Endless Aisle' area, where customers can order online, pick-up and try on their online orders, and browse through inventory on roots.com or any store throughout Canada.
Other ‘Enhanced Experience’ concept stores are expected to role out at other locations in Canada.
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