Newest Esprit stores reveals new concept

Two new Esprit stores opened in Europe this month give an insight into the new direction of the embattled brand as it rebuilds. In the historic centre of Liege in Belgium a new 400sqm boutique stocks only womenswear. According to an understated news release issued in Germany, the “modern and bright store design creates a pleasant and warm atmosphere”.

A standout feature is a denim wall standing in front of a brick wall painted in light grey. The floor comprises terrazzo tiles and oak parquet.

The new store also reflects a growing focus on Esprit’s e-commerce offer, with a click & collect area for customers to pick up items they have ordered online.

The second of the Esprit stores to open in Europe this month is an outlet store at Wolfsburg in Germany.

The 400sqm store is described by Esprit as “an important location” in its outlet portfolio. It offers both women’s and men’s apparel.

Michael Ernst, centre manager of Designer Outlets Wolfsburg, says customers have been asking for an Esprit store at the centre for several years.

“We are delighted to be able to fulfil this wish now. The new store offers an attractive range of fashion at excellent value.”

Designer Outlets Wolfsburg is the first inner-city outlet centre in Germany, home to more than 70 designer and lifestyle brands.

After ongoing losses, Esprit last year launched a massive overhaul of its business with a new management team at the helm, promising changes to product, its retail network and its e-commerce offer.

The company is due to release its interim results this week.