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Boutique store to tempt new shoppers to Cancer Research

Cancer Research UK has opened a new boutique concept store in London’s Marylebone, in a bid to attract new customers.

The store is one of 35 premium branches that the charity operates across the UK. It offers a diversified range, including quality fashion and homeware products.

Freelance creative director Emma Slade Edmondson worked with interior designer Nadia Themistocleous to design the store. It features a modern and minimalist interior, with a soft colour palette, refreshed window displays, and an absence of clutter. The store offers a communal space to help it engage with local residents and employees.

“Whether commercial of charity, retailers shouldn’t stand still. We’re always working to ensure we’re relevant to customers and supporters and have had different categories of shops to meet a variety of needs,” says Cancer Research UK director of trading Julie Bayard.

The retailer identified the types of shoppers that its premium stock would appeal to, and then sought to meet their expectations. The brief called for a contemporary retail space that could showcase the brand’s high-end products and appeal to aspirational, fashionable shoppers.

“Our updated premium Marylebone shop is an exciting development in charity shopping. We will be taking customer feedback on board, as well as looking at the impact the new design has on driving people to browse, shop, volunteer and donate items,” says Bayard. “Charity shops have vital roles to play in their communities so it’s important that ours stay connected to theirs. We’re utterly thrilled with the reaction so far, we’ve heard squeals of delight as dream purchases are discovered.”

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