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Bensons for Beds are the largest UK bed retailer with 300+ stores following a merger in October 2011 with sister companies Sleepmasters and Bed Shed. John Evans Interior Architecture & Design Ltd has worked with Bensons for Beds and integrated communications agency, Public Ltd, to design a new concept store which transforms the way the retailers’ beds are displayed and ultimately boosts turnover.
The team at John Evans Interior Architecture & Design Ltd focused on the concept store’s interior to reflect the high quality of beds and bedroom furniture within the store.
The brief was to design a concept store that was unique and completely different from the look and feel of the traditional retailer. Display is just one part that we addressed as we looked into every aspect of the store from space planning to improving product display, highlighting the way the customer walks round and views the store, to improved lighting design, the design of Point of Sale displays, Sales Areas and bedroom furniture room settings; every element is designed to ensure the customer feels at ease in the store. Fundamental to the design was the comfort zone concept which had been introduced in stores by Bensons for Beds after intensive market research by Public Ltd. We designed the area to feature floor to ceiling walls behind each ‘test’ bed which would allow some level of privacy whilst the customers are lying on the beds.
We also included a ‘Focal’ feature for customers when entering the store giving an instant impression of quality. The front of the store whether it be a stand alone or concessions mezzanine has Frame beds acting as a ‘window display’, all dressed with Bensons for Beds’ range of bedding or cushions and throws; also available in store. The bespoke cabinetry behind the sales desk allows for staff storage and display of additional items that can be purchased within the store. Public Ltd provided lifestyle graphics throughout the store along with the point of sale and marketing pieces. Bensons for Beds were very forthcoming with providing information needed to design the concept store along with Steinhoff UK providing the funding to carry the work out. Alan Williams, Managing Director of Bensons for Beds says, “We are delighted with the new stores and think they look terrific.

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