Eleven years after opening its first store, Australian jewellery retailer Butterfly Silver has undergone a major metamorphosis.
The retailer’s overhaul will include new fit-outs in its 24 stores and kiosks as well as a new logo and interactive website.
CEO Michael Granshaw said the opening of the company’s first new concept store in Queensland’s Morayfield Shopping Centre last week exceeded expectations.
“We were delighted to see the new store be embraced so well by both customers and staff alike,” he said.
“The store outperformed the entire portfolio on opening day – exactly the kind of reaction we’d hoped for.”
“We recognised Butterfly Silver was ready to transform so we listened to our customers and overhauled the brand,” he said.
“It was paramount the new concept focused on our key strengths – quality silver jewellery at seriously affordable prices.”
He said this was achieved with a bespoke fully interchangeable merchandising system.
“We designed the merchandising system so we can constantly move and change the displays at a moment’s notice. Rather than just moving a jewellery box or two, the system allows the entire shelf to be moved, creating a new dynamic look instantly.”
The new fit-out also includes an ipad kiosk which allows customers to shop online or design their own jewellery instore.
“We know online shopping is here to stay so we are embracing the trend,” said Granshaw.
“If our customers can’t find it instore, they can simply search online and have it home delivered via Express Post.”
Other key elements in the new concept store include TV screens which “replace the archaic poster marketing systems” and a “trail of 100+ butterflies” across the ceiling as “a fun design feature”.
Granshaw said the overall of all 24 Butterfly Silver stores and kiosks will be complete by 2015.