Clean Linens |
June 2006
Clean LinensLinens ‘n Things’ new test store in New Jersey refreshes its brand The design of Linens ‘n Things Inc.’s new test-site store in Secaucus, N.J., is cleaner, whiter and brighter. Wider aisles, new fixtures and enhanced lighting, along with striking architectural details and inspiring signage, offer customers a refreshing look that sets the retailer apart from the competition.
To the left of the entryway, the seasonal department and Nate Berkus designer line of home furnishings lead customers directly to the center cross-aisle. To the right is tabletop and kitchen merchandise, which runs all the way to the back wall where colorful bedding dominates, making a powerful fashion statement across the store’s length. FRCH cut back the endcaps in this area, lining the aisle with several bedroom vignettes. To the left, bath products are presented. Following the building’s shape, shoppers turn a 30-degree angle and enter Home Décor, with furniture, lamps and rugs on the right and window treatments on the left. Curtains and blinds continue as customers, by now, are facing the front of the store. Finally, the cashwraps, with solid-surface countertops, come into view, just after cleaning and storage products on the right, and—there they are, again—Nate Berkus and the seasonal department on the left. Linens ‘n Things’ massive amount of merchandise would create a lot of visual noise, if not for its logical and attractive graphics program. “Throughout the store, the graphics provide sight lines that delineate the department and product information signage, making it much easier to shop the space,” says René Andreu, director of operations at Jomark. Vinyl banners join other signs digitally printed onto paper or vinyl and applied to high-density plastic (Sintra) or expanded PVC foamboard, then slid into white wood or plastic frames, for easy replacement. Put it all together—layout, lighting, colors, signage and architectural details—and the new Linens ‘n Things tells quite a compelling story. “From the moment you see the store, and certainly once you’re inside, you know right away it’s not the competition,” says McQuilkin. “The new store expresses a distinct personality that can only be Linens ‘n Things, and offers a much more pleasant shopping experience for customers.” |