Case Study - Craghoppers

Craghoppers, part of the Blacks group came to RMD for a solution, “how to display twice the amount of product using the same footprint area they currently used”

We visited a number of Craghoppers concessions, situated in key Debenhams stores across the country, we could see from our study visits that we faced a great challenge.

The Brief was formulated using product size and depth and a very strong emphasis on the system being totally modular, with the brief set in place our design team started working on the first 3D Renders that were to become the new look Craghoppers Display.

After presenting the finished renders to Craghoppers our designs and thought process met a great reaction, with a few amendments at this stage it was agreed that the Gondola format was the way forward, with this offering great product volume and versatility.

A selection of display arms, display wall, and other accessories were designed also the joining arm, this allows for two or more Gondolas to be run in series, offering dramatic in store presence and a very clear Branded area message.

After further meetings with Craghoppers it was decided that we would need to move this project forwards to the prototype stage.

The prototype was to be used in live store trials at Debenhams Manchester; this would be a true test on the practicalities and durability of the Gondola Display.

With the store trial now completed a meeting in store was arranged, this gave Craghoppers retail staff opportunity to comment and feed back on any areas to improve, or amend any of the working features of the Gondola, from this meeting we established the accessories package that each unit would consist of and any material changes that might sit with the new Brand image of Craghoppers.

After a very successful one store trial, the decision was made that RMD would have the order to roll this program out across the Uk.

Production of this first order was completed in less than six weeks and delivered into Craghoppers distribution centre.

With a greater in store presence Craghoppers have grown there Debenhams business by over 30% and with more stores opening RMD continue to offer Craghoppers a very professional and skilled Display solution service.