Colorado has initiated a roll-out of new look stores as part of a larger brand overhaul.
The outdoor apparel and footwear retailer unveiled its first revamped store earlier this month in Garden City Shopping Centre, just south of Perth's CBD. With wooden fixtures and panelling and cream-coloured walls and floor, the new store has an emphasis on clean, nature-inspired design. Suspended front window mannequins round out the chain's new visual merchandising strategy.
The men's and womenswear retailer revealed the store renovations are part of a new brand strategy expected to be rolled out over the next four months. While the retailer was coy about what other changes the overhaul will entail, it is anticipated the new strategy will affect both its Australian and New Zealand store networks.
The Colorado brand overhaul comes on the back of other changes initiated by the retailer's parent company, Colorado Group. As reported by Ragtrader in July, Colorado Group appointed licensee Innovative Concepts Group to bring its heritage casualwear brand, Balance, back to the market earlier this year.
Balance menswear enjoyed a soft relaunch in winter 2010 while Balance womenswear will launch for the first time in winter 2011. Innovative Concepts Group is also managing the group's launch of Jag sleepwear.
Erin O'Loughlin