planogram is a visual description, diagram or drawing of a store's layout to include placement of

particular products and product categories. In order to optimize shelf layout and receive a return on
investment, the planogram should be properly executed and maintained by staff. Here's how:
Difficulty: Easy
Time Required: > 30 Minutes
Here's How:
1. Plan plenty of time to setup a new planogram without interruption.
2. Gather cleaning supplies, additional shelving, peg hooks, signage, product, planograms and any other items needed to
begin working. Take these items to the workspace.
3. Each new planogram should begin with a good cleaning of the shelves and fixtures. Don't forget the base.
4. Using the planogram, begin setting shelving and peg hooks in the required location. We read planograms from left to right.
Shelves should be worked from bottom to top, left to right. Pegs should be worked from top to bottom, left to right.
5. If necessary, use the actual product to help determine the exact distance needed between each facing and/or each SKU.
6. Once the planogram is set, fill each space with the correct product. Additional merchandise should be kept in the stock
room as overstock.
7. Create current shelf labels, signage and any other pricing needed for the newly set section.
8. Zone the finished section by bringing all items forward with labels straight and facing the customer.
Tips:
1. Perform daily store recovery to keep shelves appearing neat and full.
2. Replace any worn labels or signs immediately.
3. Reorder empty spaces as soon as possible.
4. Provide general housekeeping to keep shelves and product free from dust.
What You Need
Clean rag or duster
All-purpose cleaner
Additional shelving or peg hooks
Merchandise
Price Labels, Signage



The planogram is a visual diagram, or drawing, that provides in detail where every product in a retail
store should be placed. These schematics not only present a flow chart for the particular merchandise
departments within a store layout but also show on which aisle and on what shelf an item is located. A
planogram should also illustrate how many facings are allocated for each SKU.
The complexity of a planogram may vary by the size of the store, the software used to create the
planogram and the need of the retailer. Planograms can be as simple as a photo of a preset section or
more detailed with numbered peg holes and shelf notches showing exact placement of each item.
Creation of Planograms
Big box stores and larger retailers typically hire merchandising specialists to assist in developing
planograms or they may have their own in-house planogrammers. Due to the hefty price tag of
mostplanogram software, small and independent retailers often resort to using word processors or paper
and pen to optimize shelf layout.
As competition increases, we're seeing vendors and distributors becoming more aware of the
importance of correctly merchandising their products. That awareness is leading to better point-of-sale
displays, planograms and other marketing aids provided to retailers directly from the suppliers at no
cost.
Planogram Purpose
Product placement and improved sales are just two very basic reasons a retailer should be
implementing planograms in their shops. Planograms provide many other positive benefits, such as:
Assigned selling potential to every square foot of space
Satisfying customers with a better visual appeal
Tighter inventory control and reduction of out-of-stocks
Easier product replenishment for staff
Better related product positioning
Effective communication tool for staff-produced displays






























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Display Tables Store Fixtures
February 17, 2014Carlson JPM Store FixturesLeave a comment
Judith Bell and Kate Ternus in their book, Silent Selling: Best Practices and Effective Strategies in
Visual Merchandising, fourth edition, pages 117 and 118, give us their take on the impact and
importance of tables as a store fixture.
The single most important fixture in the retail industry is the table. Tables of some type greet
shoppers at the entrances to most stores or departments. Such display tables may be permanent
fixtures or temporary installations with a mission. They can be circular and skirted to the
floor, rectangular and as substantial as any fine wooden furniture, or combined, as in a multilevel
grouping of nested serving tables.
A table is an ideal introductory fixture because it has a low profile. It shows merchandise effectively at
the front of a department while providing clear sight lines into the rest of the area, where more
merchandise is presented. Tables set out in midaisle also offer a great way to rest or feature new
items or offer regular products at special prices, enticing passers-by to stop and shop on impulse.
Sale tables are effective during clearance periods because customer are conditioned to finding
bargains on temporary tables. However, do not over use the bargain table device. If you do, your
bargain table strategy will lose impact and credibility with shoppers.
Special sale table tops that look like shallow boxes on legs are called jumble or dump
tables because they will hold all types of sale items that might normally slide in all directions when
shoppers sort through them. Stores that have tracked sales results for products presented on tables
versus round racks have often found that tables are more productive. Perhaps its the possibility of
discovering a treasure that draws shoppers to them.
Tables that look jumbled or shopped must be sorted, inspected for lost tickets or damage from
rough handling, and rearranged periodically to keep the area attractive-looking and to assist shoppers
in their search for legitimate values.
Bell, Judith and Kate Ternus. Silent Selling, Fourth Edition, Pages 117 and 118. 2012 by Fairchild
Books, a division of Cond Nast Publications, Inc. Reprinted by permission of Fairchild Books, a
division of Cond Nast Publications, Inc. www.fairchildbooks.com
About the Author: Visit Carlson JPM Store Fixtures, your Ultimate Retail Resource, to find the retail
solution perfect for you.


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Tags:accessory tables, bargain table, display tables, feature tables, Judith Bell, Kate Ternus,merchandising
tables, metal tables, nesting tables, retail tables, shoppers, store fixture, store fixtures, Visual
Merchandising, wood tables
To Sign or Not to Sign that is the question Store Fixtures
November 25, 2013Carlson JPM Store FixturesLeave a comment

Sign Holders & Signs
Sign holders & signs provide a great opportunity to illustrate how to apply the design principle of
balance to your store. In this case, using signs on clothing racks. Not every rack needs a sign but
every rack needs to communicate your stores message. When you use too many signs, your message
can become confusing or give the wrong impression. For example, if you are running a dollar store a
lot of signs are expected. If you are running a mid to high-end ladies or mens apparel store, too
many signs may affect the perceived value of your merchandise, giving your customers the wrong
impression.
Some racks tell their story with a mannequin display showing the products they hold. They dont
need a sign unless you have a promotion involving them or if you need to communicate special or
additional information about the products featured.
Sale racks should always have a sign holder with a sign to inform your customer about your
promotion. If you are using a round rack with a glass topper or wood topper, place a Sale sign in
a flat based sign holder and set it on the topper, if your rack doesnt have a topper, use a tubing
clamp to attach the sign to the top of the rack.
Most 2-way or 4-way racks have a sign holder insert at the top of one of its uprights. These inserts
accept 3/8 threaded sign holder stems or 3/8 swedged stems. When a rack does not have an insert,
you can use tubing clamps and magnetized clamps to hold the sign holder stem and attach it to the
rack.
Sign holders are available in clear acrylic, metal and a combination of both. A good design practice is
to use the same type of sign holder throughout your store as well as having the signs be consistent in
design, fonts and proportion. An exception to the rule is to use a metal floor sign holder at the store
entry.
The most common sizes for floor sign holders are 22 x 28 and 14 x 22 while 5-1/2 x 7,
7 x 11 and 11 x 14 are the most used sizes of counter top sign holders. You can buy counter top
sign holders by components (build your own sign holders), or as complete units.
Flat shovel base sign holders with adjustable stems are available so the sign stands above the
merchandise shown with it. The shovel base requires product to be placed on it to keep the sign
holder from tipping over. These signs are great to display with books, cookware and any type of
product that can sit on the base.
Clothing usually speaks for itself; housewares on the other hand, allow you to get creative with
signage. When shopping for furniture, home accessories, electronics, kitchen & bath products,
shoppers are more open to read copy and learn more information about the product displayed,
information may include product details, tips for use, suggested accessories, fun facts, etc.
Smaller retailers have more freedom and flexibility to reinforce their store image through consistent
use of sign holders and signs selections. Remember, you can get as creative as you want with your
signage as long as the merchandise you sell supports your efforts without overdoing it.
About the Author: Visit Carlson JPM Store Fixtures, your Ultimate Retail Resource, to find the retail
solution perfect for you.
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Signs
Mannequins Part 2 Merchandising
August 21, 2013Carlson JPM Store FixturesLeave a comment
Selecting Garments for Mannequins
Judith Bell and Kate Ternus in their book, Silent Selling: Best Practices and Effective Strategies in
Visual Merchandising, fourth edition, page 343, offer suggestions in selecting garments for
mannequins especially in a grouping:
Choose garments for a single end use, by fabrication, style, and then color for each grouping of
mannequins you plan to use. Example: a group of mannequins wearing garden party prints in bright
cottons or a group of mannequins in pastel cashmere holiday sweaters. Choose garments that make
just one statement. Fashion impact comes from repetition and congruity. Youd never want to confuse
shoppers with mixed messages in a single display. Instead, underscore each statement with a strong
presentation, endorsing that specific end use.
They also add the following:
Choose items that are stock in quantity, so that the mannequin will not have to be redress
immediately.
Repeat the colors in the garments with appropriate accessories for a tied-together look. Choose
accessories to clothe the mannequin from head to toe.
Effective presentation of earrings, watches, hats, handbags, briefcases, day planners, hosiery, and
shoes even eyewear can teach shoppers how to accessorize fashionably and trigger additional
purchases for the store. At the same time, you must practice restraint.
Positioning and Propping Mannequins
When reviewing for this article, we realized how important the placement of the mannequin can be. In
Silent Selling: Best Practices and Effective Strategies in Visual Merchandising, fourth edition, page 348
349, Bell and Ternus address this point as follows:
Positioning mannequins with props in a triangular shape is more effective than positioning them in a
straight line. If you look at Figure 13.19, youll see a mannequin grouping in a triangular format that
creates a three-dimensional presentation with more depth and greater visual interest that would have
been accomplished if the mannequins were all at the same height.
Probably the most important thing is to realize is that grouped mannequins, frequently used in odd-
multiples (3-5), must relate to each other in theme, in color story, and in physical proximity. The
group must also relate to the props selected in exactly the same ways. They should all touch
somewhere-either physically or optically.
Place floor fixtures that stock items (such as 2 way racks, 4 way racks or round racks) next to the
fashion mannequins on editorial platforms (or on the floor). Customers want to take a closer look at
garments in their sizes immediately after they see them in the eye-catching displays. Dont make
them search through an entire department for the garments you have featured.
Bell, Judith and Kate Ternus. Silent Selling, Fourth Edition, Page 343 and 348-349, and Figure 13.19.
2012 by Fairchild Books, a division of Cond Nast Publications, Inc. Reprinted by permission of
Fairchild Books, a division of Cond Nast Publications, Inc.www.fairchildbooks.com
About the Author: Visit Carlson JPM Store Fixtures, your Ultimate Retail Resource, to find the retail
solution perfect for you.
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Mannequins Part 1 Store Fixtures
June 27, 2013Carlson JPM Store FixturesLeave a comment
Mannequins are the silent salesman in your store. They pitch your latest merchandise (show them
coordinated with the apparel and accessories you sell), letting your customers know they can be in
style with this choice.
A large department store usually owns hundreds of mannequins, some are outdated and dont see the
sales floor unless they are doing a nostalgia or retro event.
When buying your mannequins ask yourself:
- Is the look of this mannequin going to be outdated quickly?
- Can it serve many purposes in the store?
- Does it work well in a store window, entrance or sell floor?
When deciding on which series of mannequins or individual mannequin you should purchase, it is
important that the choice represents your store image and effectively showcases your product lines.
For example, if your store image is classic select a non-trendy mannequin. The mannequin should
feature a timeless style of hairdo and body stance. If your stores fashions are trendy, you may have
to invest in new mannequins more often to stay up to date with the latest looks and poses. An
alternative would be spray painting your headless mannequins in exotic colors or designs to make it a
pop statement that fits a current trend.
Realistic mannequins are attractive and durable. They vary in price, style, material and
durability. Prestige Mannequins are our high end mannequin collection. They are made of fiberglass
and feature a high end look and longer durability. Valueline Mannequins offer great quality without
high cost. They are made of fiberglass, they are a more economical option but still durable and
attractive. Men, women and children mannequins are available in both collections in various finishes,
poses and hair styles. We also offer headless models.
Jersey covered body forms are a popular choice. They are versatile and fit trendy or classic
environments well. They are made of cream jersey-covered polyurethane foam. We offer jersey body
forms in kits so you get all you need in one box including base, neckblock. They are available in male,
female and child.
Soft-sculpture mannequins, affectionately called Flexi Kids work wonderfully in childrens stores.
These forms are covered with a cream colored fabric and come in various childrens sizes. These forms
are fully poseable.
An attractive merchandised mannequin on the sell floor entices customers to immediately check out
the garments displayed in their size. Place a 2-way rack or 4-way rack with these items near the
mannequin for fast and easy access.
About the Author: Visit Carlson JPM Store Fixtures, your Ultimate Retail Resource, to find the retail
solution perfect for you.
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option, Jersey, Mannequin, Mannequin Alternatives, Merchandising Display Forms, Realistic
Mannequins, Retail Merchandising, silent salesman, store image, style material, timeless style
When it is OK to toot your own horn with Trophy, Perimeter & Aisle Showcases
Merchandising
April 3, 2013Carlson JPM Store FixturesLeave a comment
The reason why companies and businesses have an internet presence, advertising brochures and
marketing campaigns is to promote to the world who they are and what they do. But, some
companies miss the boat when it comes to raise awareness of their companies in their own home such
as their corporate headquarters, branch offices and plants. These are the places where employees,
visiting clients and vendors need to see what the company is all about.
Visual awareness of a companys identity is important. Guidelines for visual presentation in
non-retail spaces step in by way of a wall display case or a perimeter showcase. A great example is
the way schools & colleges use trophy cases (also called a wall display cases) outside the school
offices on the main traffic areas such hallways, lunchrooms, gyms, etc. to show off their school awards
academic and/or athletic.
Hospitals, large and small commercial businesses, government entities and anyone that wants to
promote a cause, a message, an identity, achievements, etc. will greatly benefit from visual
awareness. To sell it, you need to showcase it.
The selection of the right display case starts by first deciding what you want to show. Make a list of
those items and their size. Are you showing an award? Think about displaying the award with the
reason why you received it, pictures of the event, other related memorabilia, etc. Now things are
getting exciting!
Planning where you want to place the case requires additional considerations:
- If you are thinking about a reception area, you may want it to blend with the
surrounding furnishings. If it will be subject to harsh manufacturing conditions or high traffic areas
you might need a dark finish. Carlson JPM can help you pick the right showcase, just call!
- The back panel of a wall case can be glass, wood, slatwall or mirror depending on its placement in
your location and whether you want the back wall to hold lettering or hang items from it.
- Do you have a company poster or article about the company you want to incorporate into the
display? Does it need to be resized or framed? Think of the flow of the items being displayed. Balance
and color also play a role in creating a professional looking visual display. Check out the Carlson JPM
blogs which discuss these aspects of visual presentation.
- A wall case can be 15, 18 or 20 in deep. Standard widths are 48, 60 and 70 and they are
normally 72 high (78 with optional crown). Halogen, fluorescent and LED lighting options are
available.
- They include four glass shelves mounted on metal brackets into wall standards in the back wall.
These shelves are adjustable and 12 deep. The glass area in a trophy style case is 60 high with glass
front sliding doors.
Once you have your wall case and before placing your product in it, draw a planogram of the space to
get a good idea of how you want your memorabilia to be displayed. Dont over think it at this point. All
you need for now is a quick idea on what your main message is going to be and then you can adjust
accordingly.
When multiple branches are being fitted with showcases, a finalized planogram and digital image of
the finished display will make it easy for the other locations to replicate the effect.
So, have fun showing the world your accomplishments, who you are and what you do, all well-
presented and available for anyone to see.
About the Author: Visit Carlson JPM Store Fixtures, your Ultimate Retail Resource, to find the retail
solution perfect for you.
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fixtures, Supplies, trophy showcases, wall showcases
Rhythm as a merchandising strategy Merchandising
January 16, 2012Carlson JPM Store FixturesLeave a comment
Drifting in a sea of store fixtures is what occurs when you forget about the design principle of
rhythm. Utilizing the various components of rhythm namely, heights, lines, forms, shapes and color,
you can create a flow or rhythm to your store moving a customer from item to item, grouping to
grouping or from a single display to a department.
How do you create this rhythm? In her book Silent Selling, Best Practices and Effective Strategies in
Visual Merchandising, Fourth Edition, Pg. 70, Judy Bell suggests:
To create visual rhythm, heights of fixtures can be varied. An even stronger sense of rhythm can be
created by adding displays or graphics to the tops of key fixtures in a department or shop. If you drew
an imaginary dot-to-dot line connecting low to high points looking at a store layout that
effectively conveyed a sense of rhythm, you would see a zigzag pattern.
Examples of repetitive or sequential rhythm include:
- A grouping of three mannequins dressed in jackets of the same style and color with different
accessories to give each basic jacket a unique look.
- A series of signs or banners suspended from the ceiling or angled out from columns lining the main
aisle of the store.
When entering a store or a department within a store, fixturing should graduate in height from front to
back and if square footage allows from mid-front to sidewalls. Tables, followed by two-way racks,
followed by four-way racks or rectangular racks with a basket topper would create a height and form
variance.
The tables could have neatly folded same color stacks of shirts. If you are selling giftware on the
table, you can vary heights with acrylic risers and cubes. The table itself could have awooden riser for
a second tier of merchandise or a display form.
If you are making a presentation of a new product, make sure your customer can see where it
isallowing him/her at least five to ten feet of space from entry of the store or department to adjust
and get into the buying frame of mind.
Signage or graphics is not only informative for a customer but can create rhythm. Graphics can be as
simple as colorful arrows or dot-line-dot as long as the graphic is in keeping with your store image.
A display on a diagonal, creating steps up the wall, also provides rhythm in motion. You can use body
forms on staggered shelving to get this effect.
Curved lines added to counters and custom fixtures work well in lingerie, high-end jewelry, bridal or
womens apparel stores. Remember, repeating elements throughout an area create rhythm. Your eyes
travel with the element quietly selling the products featured.
Happy rhythm making!
Bell, Judith and Kate Ternus. Silent Selling, Fourth Edition, Page 70. 2012 by Fairchild
Books, a Division of Cond Nast Publications, Inc. Reprinted by permission of Fairchild
Books, a division of Cond Nast Publications, Inc. www.fairchildbooks.com

About the author of this article: Visit Carlson JPM Store Fixtures/Shop Our Catalog, to find the retail
solution perfect for you.
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toppers, mannequins, Merchandising,merchandising tables, selling giftware, signage, store fixtures, store
fixturing, two-way racks, visual rhythm
7 Ways To Transform Your Store in 2012 Merchandising
January 6, 2012Carlson JPM Store FixturesLeave a comment
NEW YEAR. NEW LOOK. NEW BUSINESS. These quick tips can help your store recover from the
Holidays & bring new business:
- Get your Clearance merchandise ready for year-end activities with signage, pricing and
tagging systems, dump bins, display tables, slatwall and wire merchandisers.
- Replace old or damaged racks, fixtures and hangers.
- Replace missing slatwall or wire hooks and damaged shelving.
- Update your cashwrap flow lines with retractable belt posts.
- How effective is your loss prevention system? Do you have security mirrors or cameras,
door chimes, rack security devices or locks for your cases?
- Clean your carpets and floors.
- Go behind the scenes. Sort and organize your paperwork and backstock.
SHOP OUR CATALOG & GET YOUR STORE READY FOR 2012! >>


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Christmas & Holiday Dcor for your store Merchandising
November 15, 2011Carlson JPM Store Fixtures5 comments
Entry and window Christmas Magic time is here and to celebrate with you we introduced a group of
traditional style Christmas trees as well as pre-lit palm trees, potted trees, topiary trees and blossom
trees. The line also includes holiday wreaths and garlands.
To help your customers get into the spirit of shopping to celebrate the holiday season, it is always
effective to sprinkle a little Christmas spirit around your store by creating the right atmosphere.
We offer trees in various styles and sizes to meet your specific space requirements. The contemporary
nature of the Blossom Trees and Palm Trees fit the tongue-in-cheek approach to the holidays or your
no-snow climate.
Placement of Potted Trees outside your store entrance, a tree with wrapped half-open boxes showing
your merchandise could be in your store window, a tree with ornaments for sale strategically placed
int the store, wreaths for the door and windows . . . do can create Christmas Magic your way,
always remembering to make your merchandise the star of your production.
About the Author: Visit Carlson JPM Store Fixtures, your Ultimate Retail Resource, to find the retail
solution perfect for you.
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4 Strategies For Seasonal Selling Planning For Retail Cycles
August 12, 2011Carlson JPM Store Fixtures1 comment
Every product has a natural life cycle and a season where it sells best: some early buyers come at the
beginning, and then the mass of buyers come. Prices peak and retailers begin running out of stock.
Sales slow, and trickle down to a few last-minute shoppers.
As an online seller, its critical you prepare for the natural retail cycles throughout the year. With
some simple strategies, you can make the most of the opportunities presented by the changing
seasons:
1. Keep the Flow Going
The way to maintain sales volume is to be ready for the next selling season. Phase in your new
seasonal items for early shoppers while your other product line sales are winding down. You can keep
the momentum going in your store and your income if you plan accordingly.
2. Make Advance Preparations
Dont wait until the holiday is upon you to get your products lined up and ready to go. You should
begin pushing your promotions two to three months ahead of time, according to Lisa
Suttora of http://WhatDoISell.com. Says Suttora, The advantage to having your products ready
several months before a holiday season is you capture the early bird buyersyoud be amazed how
many people shop months in advance of a holiday.
Another benefit of early marketing is it provides lead time for the search engines to pick up the pages
for your holiday specials. Include the season or holiday name in your titles, because people are
searching for those terms.
3. Use What Youve Got
You dont necessarily have to change your entire product line every season. Evaluate your current
product line and see what can be promoted as a seasonal item. Use your imaginationcreate unique
gift baskets and kits. Shoppers are pressed for time and are looking for solutions, so put together
product bundles to solve their holiday needs.
4. Adjust Your Website
Your web store should reflect the seasonfeature items that work well for the approaching holiday.
Put a seasonal spin on your ads and listings. Your sales dont have to drop, advises Suttora.
Evaluate what youre selling and how you want to position it freshen up the look of your site.
Youve got a whole new group of buyers coming in [with each new season], so you want to be ready
for them.
Article by Chris Malta and Robin Cowie of WorldwideBrands.com are the Writers and Hosts of The
Entrepreneur Magazine EBiz and Product Sourcing Radio Shows.
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Wire Grid Merchandisers for Back To School Sales
July 21, 2011Carlson JPM Store Fixtures1 comment
Back To School shopping brings excitement for everyone and generates sales opportunities for all
types of retailers. With Back To School season in mind, we at Carlson JPM just introduced our Three
Way, Four Way and Gondola Wire Grid Units in chrome, black and white finishes.
Our Wire Merchandiser kits are inexpensive floor fixtures, simple to put together, to help make
merchandising easier; they include shelves, shelf brackets and 25 FREE hooks!
Do you carry special merchandise targeted to sell in a limited period of time? Perhaps for Back To
School you added a line of backpacks, lunchboxes, water bottles or gadgets in a theme that goes with
a line of kids or teens apparel that you feature. These wire grid units are the perfect fixtures to
showcase your specialty products.
Our wire grid units also blend well with other store fixtures because of their classic finish and versatile
style. Size-wise, the different configurations allow you to place them near the door, by fitting rooms,
or use them as window displays to attract customers.
Now that weve done the hard work for you by creating the basic units with components, you can
easily add other fixture accessories such as baskets, faceouts, hangrails or more shelvesand hooks to
customize them and make them unique.
I was intrigued by a merchandise presentation idea I saw today a retailer had laid a small stack of
folded t-shirts in different colors standing on their side in a small grid basket, all you could see from
the top was the folded rims of the tees it reminded me of the old bicycle basket. I thought, wouldnt
that look great on the three-way fixture facing the door or a store window? I was attracted to those t-
shirts!
So, what is the best thing about these fixtures even after Back to School is done? You can use them
over and over again to get your merchandise ready for the Holidays, you know, Thanksgiving,
Halloween, Christmas, Hanukkah, New Year specials, and anything else you can think about! =)












SAN FRANCISCO, May 2 /PRNewswire/ -- The Body Shop has today unveiled a
fresh new look for its stores. The irresistible British-born brand, famous
for its pioneering use of natural ingredients in high quality cosmetics and
toiletries, announced that a new stylish store design and brand identity is to
be rolled out to its stores across the world.
The fresh and striking store layout will make The Body Shop customer
experience both inspiring and engaging. Loyal customers will continue to
enjoy the best of The Body Shop, while new customers may wonder why it took
them so long to discover the delights of over 900 wonderfully pampering
cosmetic and toiletry products.
Following the success of eight innovative new concept trial stores in
seven countries, including San Francisco and New York, The Body Shop new look
will be rolled out to 250 stores throughout the world this year including
65 in the US and Canada.
The stores feel lighter and more modern than ever before, with displays
that are simple and clear, bright and open. The new design developed from
feedback and best practice from stores around the world provides an easier
shopping experience for customers. By giving each product range its own
clear, well-lit space with testers and detailed advice panels customers now
have clearer signage to guide them through the store.
Special attention has been given to making the environment comfortable for
everyone, from user-friendly cash desks featuring hearing loops and pull-out
desks for wheelchair users to wide aisles for mums with pushchairs. The
attractive layout enhances the full product range, highlighting The Body Shop
favourites from Body Butters to Vitamin E Moisture Cream.
The new format and identity is an evolution for the brand that has been
revolutionising cosmetics and skincare for nearly 30 years. The new
contemporary, feminine and sophisticated stores use signature The Body Shop
notes of green and white and materials that reflect the environment concerns
the company is known for, from hemp fabric to non-toxic paint and waste glass.
To support the new stores the new brand identity is also being implemented
across all product packaging and promotional materials. The new branding
builds upon the world-renowned logo, giving it a more contemporary feel with
the recognisable 'pod' symbol incorporated into the brand name and a darker
shade of green added to the colour palette.
As a retailer with strong social and environmental beliefs, an umbrella
statement Made With Passion(TM) encapsulates the very DNA of The Body Shop.
The strap line has been created to sum up the five core values of: The Body
Shop, Against Animal Testing, Activate Self Esteem, Support Community Trade,
Defend Human Rights and Protect our Planet. Made With Passion(TM) describes
The Body Shop purpose, products and people.
Andy King, Global Marketing Director of The Body Shop commented: "This is
a wonderful new look for The Body Shop which we believe customers -- loyal and
new -- will absolutely love. We have designed this store with the customer
foremost in our minds. We'd love our customers to feel as if they discover
something new every time they walk into the store. This great new design and
strong new identity reflect The Body Shop in the 21st Century, building upon
the heritage and knowledge of company whilst remaining true to all the ethical
values of the brand."
The Made With Passion(TM) strap line sums up the very essence of our
business. We are a retailer with a heart, a passion for everything we do and
when a customer comes into store, they too can feel part of the experience."

The Body Shop International plc has more than 2,045 stores in 52 countries
worldwide. A global retailer of toiletries and cosmetics, we are also
committed to environmental protection and respect for human rights; we develop
trading relationships with communities in need; we are against animal testing
in the cosmetics industry; and we encourage education, awareness and community
involvement among our staff and customers.