Monsoon plans to get back to its national-inspired roots with the launching of a newly refurbished flagship store on Oxford Street. Intended to return to the essentials of the label – an Indian inspired heritage – some of the retailers collections have been overturned to reintroduce conventional hand block printing techniques from Jaipur.
Shailina Parti, design and buying director, said, “Monsoon had lost its personality in recent years” and the refurbishment was to support the retailer “get back to its heritage”.
The department store has pictures of heritage fabrics from its archives framed on the walls and Monsoon’s logo has been refreshed. Parti said: “The M and the Ns in the new logo are meant to look like Indian architecture, which draws on our heritage.”
It comes as part of a new revamp and rebrand process with the Marble Arch branch as the next to be revamped, followed by the other 133 UK stores.
The Oxford street shop is also being expanded from 1,840 sq ft to 2,005 sq ft in a bid to excite flagging client interest and brand loyalty.
The revamp and rebrand is being carried out in conjunction with design agency Pompeii AD.