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No. 3 // May 2009
Magazine for New Store Europe
English version
Know who you are //
Design that sells popcorn //
Easier sourcing from China //
What’s next

If you have any questions, comments
or suggestions for the content of our
magazine, please let us know at
info@newstoreeurope.com.
Bad times are good times
to do things differently
Published by:
New Store Europe AS
Kveldroveien 19
N-1407 Vinterbro
Phone: +47 64 97 76 50
www.newstoreeurope.com
Editors in Chief:
Stephan Brübach
Arne Lassen
Editor:
Siv L. Seljevold,
Nucleus AS
Text & layout:
Nucleus AS
Europe has been through tough times
before, but the current situation is more
serious than anyone remembers – globally.
Remembering the fact that it’s not the
end of the world, we have to prepare and
accept that the financial situation does
affect us.
We might have to alter and renew
our short and long-term targets. The
most proactive, flexible and creative
managements and the most prepared,
motivated and well-trained staff, will
survive. Those who dare focusing on the
92, 94 or 96 percent who have a job,
instead of the 4, 6 or 8 percent who don’t,
might get a different drive and motivation
in the organisation.
This doesn’t mean that we should forget
about those friends and previous colleagues
belonging to those 4, 6 or 8 percent.
New Store Europe sees it as a mission to
protect and secure as many of our jobs as
possible, by developing and securing our
future. By doing so, we indirectly support
potential growth, new establishments,
thus also the need for new labour.
Times like these require change, action,
strong and decisive management, with a
clear vision on what’s required to weather
the gale. The winners will be those who
accepted the fact that changes and
creativity was needed, those who saw that
bad times are good times to do things
differently.
In this magazine we wish to show you
some examples of those who realised this,
and give you some good tips and ideas
that might come in handy.
Photo: Øyvind Joar Pettersen
Troy Abrahamsen
CEO of New Store Europe
Front page photo:
Krister Heilimö
Contact us:
New Store Europe AS
Kveldroveien 19
N-1407 Vinterbro
+47 64 97 76 50
info@newstoreeurope.com
Following a
successful tender
submission the
upscale department
store House of
Fraser awarded New
Store Europe UK
with the implementation
of brand new
design concepts
for selected
The German
company Heinemann
hired New
Store Europe as
a professional
partner to handle
the construction
of two high-end
multi-brand stores
at Copenhagen
Airport.
Now’s the time to
look ahead and
be prepared for
new and exciting
times, according
to shopping
centre connoisseur
Stephen Pragnell in
Paris. We consulted
him about what’s
in the coming.
Close relations
between the Polish
and the Czech
branches of New
Store Europe, eases
the realisation of
several of British
Marks & Spencer’s
stores.
Facing a new
market situation
the low-price
chain Nille realised
that their stores
needed to be more
attractive. They are
now exploiting the
stores’ potential as
the most important
communication
New Store Europe
Finland has
designed numerous
retail environments
at movie theatres
across Finland.
Professional
analysis methods
pave the way
for design that
has resulted in
´One stop shop´ .......................................................................................... 4
New, fresh, fast and inexpensive .................................................................... 6
Know who you are ........................................................................................ 8
News .........................................................................................................10
Project management on international territory ...............................................12
Optimise your store investments ...................................................................14
What´s next ..............................................................................................16
News .........................................................................................................20
Tailor-made for the retail profession..............................................................21
Total transformation in six days ....................................................................22
Crossing borders with New Store Europe ........................................................24
Uniting brands to create ´a perfect match´ ....................................................26
Revamped store gave new customers .............................................................27
Easier sourcing from China ...........................................................................29
merchandise.
channel.
increased sales.
Design that sells popcorn ............................................................................30
4
12
16
24
27
30
index

The brief facts
Customer: House of Fraser
Where: 11 stores in UK and Ireland
Size: Department sizes varied from 230
sqm – 428 sqm
Responsible in New Store Europe:
Daniel Potterton
Idea: Reinforce the retailers’
fashionable appeal
Time frame: Beginning of June to mid
October 2008
Special challenge: A new client and a
tight time window
///////////////////////////////////////
Men’s Shoes, Men’s Accessories and
Women’s Shoes have received a
new look that is sleek, glamorous,
sophisticated and confident.
“These projects required all the key
specialist skills offered by New Store
Europe UK,” states project manager
Daniel Potterton.
All areas of expertise
It was crucial for House of Fraser to
engage one company to implement all
aspects of the re-branding programme.
This entailed a wide range of services
provided by New Store Europe UK,
including design, project management,
purchasing, logistics consolidation,
manufacture and installation.
confer with one point of reference –
us,” explains Potterton.
A prestigious project
The House of Fraser contract was a
prestigious contract to win and the
total contract sum was in excess of 2.4
million pounds. The House of Fraser
design consultant was instructed to
encompass a complete range of retail
design disciplines, from architectural
definition through to department
concepts, graphics and fixture design:
reinforcing the retailers fashionable,
inspirational appeal. New Store Europe
UK ensured a high quality result. The
new retail look is sleek, glamorous,
sophisticated and confident with
luxurious material and dramatic shapes.
“This was an extensive high quality
project where we utilised all our areas
of expertise. We also co-ordinated
purchases, negotiating with subsuppliers,
as well as consolidating
logistics. The customer only needed to
“This was a fun and ambitious project
that utilised all our professional
knowledge areas. The result was a
smooth operation where we managed
20 individual projects in 11 stores in
only 17 weeks,” comments Potterton.
House of Fraser is one of the best names on the high street in the UK and Ireland. Renowned for its
designer brands and exclusive collections, the retail design reflects sophistication and glamour.
‘One stop shop’
Following a successful tender submission the upscale department store
House of Fraser awarded New Store Europe UK with the implementation
of brand new design concepts for selected merchandise.
Text Lene Rustad // Photo Jon Baker
New Store Europe
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New Store Europe
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5

New, fresh, fast
and inexpensive
Kasanova is Italy’s largest wedding gift store, with 180 shops scattered around in the whole
country. Five of them now appear significantly more attractively designed than the rest, carefully
adapted to the target group. And it cost nowhere near what it looks like.
Simple but efficient: A lot of
changes have been made only
through the use of light.
Text Siv L. Seljevold // Photo Maurizio Lissoni
The new profile and the first furniture
prototypes that New Store Europe Italy
created for Kasanova in Carugate near
Milan, were very much to the taste of
commercial director Maurizio Ghidelli. He
immediately wanted the new concept to
be introduced to more of the shops in the
chain. The only disadvantage was that the
price was somewhat higher than he could
pay. Without lowering the quality or the
appearance, New Store Europe found a way
of keeping the costs down through making
the furniture less complex and more efficient
to assemble.
Homey yet elegant
Shelves, counters and other kinds of tables
for exhibition is wooden-built and foiled.
There is a steel structure at the base and
the wood is simply assembled on top of it.
“It’s all very easy and quick to put together
at the same time as the customer thinks it
completely renewing and fresh – as is the
feedback from the shoppers as well,” says
the Project Manager in New Store Europe
Italy, Riccardo Gelosa. “Kasanova appeared
rather anonymous and vague, we have
given them a more distinct edge and order
in the expositions.”
White and orange, glass and wood have
replaced brown, black and grey, PVC and
steel in the refurbished stores.
“The orange resembles the colour of bricks
and provides a homey atmosphere, while
the neutral white is used to give more
attention to the goods for sale,” comments
Gelosa, adding that they have also made a
big difference through the lighting and the
signage, that has gone from black to white.
Studies as a basis
Even though very affordable, thorough
work lies behind it. New Store Europe
Italy started out with looking into the
history and goals of Kasanova as well as
the customer behaviour of the main target
group; young women, and some men,
about to get married.
To find the most practical interior solution,
New Store Europe hired an architect much
experienced in drawing shopping centres,
Massimo Musapi. Together they made a
brand new plan for enhancing the flow of
the shoppers and for the grouping of the
goods according to price levels, brands
and how high- or low-end the products are
considered.
All within a month
New Store Europe also produced the
furniture, assembled and coordinated
everything. A job that was not easy with
a customer that to begin with had to have
the first two shopping centres done within
a month.
“We solved it all in a way that made it
as economical as possible, but also to be
able to do it quickly. We had to skip the
prototype phase for some of the modules
but luckily the owner was very happy with
everything we presented. I think he is even
more content with the agility we performed
in changing our ways of producing what
the customer wanted, to give it to him at
a price he found affordable,” concludes
Gelosa.
The orange resembles the colour of bricks and provides a homey atmosphere, while the neutral white is
used to give more attention to the goods for sale,” says Riccardo Gelosa.
New Store Europe
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///////////////////////////////////////
The brief facts
Customer: Kasanova wedding gift stores
Where: All over Italy
Size: 130-190 sqm
Responsible in New Store Europe:
Project Manager/
architect Riccardo Gelosa
Idea: Timely design at an
affordable price
Time frame: Research work started in
July 2008. Five shopping centres are
finished by May this year
Special challenge: The budget limits
and the initial time frame
///////////////////////////////////////
//////////////////////////////////////////////////////////////////////////////

Jesper Kunde is the founder of Kunde
& Co – a brand consultancy group with
offices in Scandinavia, Germany and
Switzerland.
Jesper Kunde on the importance of brand value:
Text Lene Rustad // Photo Kunde & co
Know who
you
are
With an abundance of products
within most product categories,
the only way to influence
the consumer is by adding
brand value, claims branding
expert Jesper Kunde. But, do
you know what brand value
position to take
New Store Europe
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Jesper Kunde is the author of the
international bestseller ‘Corporate Religion’
and an acknowledged branding expert and
popular speaker internationally. He states
that defining your brand value position is
basically defining the personality of your
company.
“One can easily draw the comparison
between a company and a person. There
are three important personality aspects
that need to be aligned: self-perception,
how others perceive the company and how
the company wishes to be perceived. The
less divergence between these three, the
stronger the personality. In other words,
a company must build a framework that
supports a consistent positioning in the
market,” explains Kunde.
Take a stand
As most companies start in the other end
and are entirely focused on products, a
realisation of the need for differentiation
by branding as well as defining your core
products, must take place. Then a brand
value process can begin.
“Typically, we assist companies in defining
their key position by making them really
think about their core values and core
products. This initial exercise often ends up
with a number of possible value positions,
which we then conceptualise and visualise
before testing these different positions
among internal employees, customer and
potential customers. The process results in
a clear indication of which position will be
the strongest to bring to the market,” says
Kunde.
Communicate clearly
The brand guru thinks that taking a
stand is even more important nowadays
in light of the financial downturn. With
less available funds for marketing efforts,
you achieve more with less money as
long as you have a clear brand position
communicated intelligently to a defined
key audience.
“It is absolutely vital to define yourself
and build a consistent concept over time.
Look at successful international brands like
Nike and IKEA. They have the same brand
position in all their different markets and
that is exactly what makes these brands so
strong,” he declares, and adds that having
a product, even a good one, is not enough
to make it:
“You need a brand as well to carry the
product. If you choose to focus only on the
products, you end up competing only by
price.”
Retail branding
Kunde finds brand positioning in the retail
business interesting as brands often
compete side by side with other brands
within a store. The same brand methodology
applies to a store or a store chain.
“You cannot be afraid to take a strong
position. In that respect I am impressed
by the grocery chains Tesco and Sainsbury’s
in the UK. They have some attitude
and personality and are not afraid to
communicate it. Body Shop is an ‘old’ but
classic example of a retail company that
has identified its values and communicates
them clearly and consistently. We all know
what values Body Shop represents,” states
Kunde.

New Store Europe news
///////////////////////////////////////
VM Graphic Technology: A retail graphic
product that clings like magic to any
surface without tape and fixings, leaving
a damage free surface when removed. The
joy of this product is its simplicity: All
you need to do is peel off the backing
paper and place it wherever it’s needed.
Danish division
The Danish New Store Europe branch has chosen to split up into two separate companies.
Chairman Arne Lassen believes this will provide immediate benefits.
Text Nils Ragnar Løvhaug // Photo Henrik Mark
Reklamepartner’s production facilities are now colocated with the New Store Europe HQ in Norway.
In January 2009 the original company,
UNITAR New Store Europe AS,
was replaced by two new companies:
New Store Europe Danmark AS; a sales
company focusing on commercial
activities such as sales, design and
turn key solutions, and New Store
Europe Produktion Danmark AS, which
is a dedicated production company.
“This will enable both companies
to focus on their core competence.
It provides better opportunities for
benchmarking within our competence
areas, and makes cooperation with
other European New Store Europe
branches easier,” says Arne Lassen,
who is the chairman of the Board for
both companies.
Mutual benefits
New Store Europe Produktion Danmark
AS will focus solely on the production
of wood furnishings for New
Store Europe Danmark AS and other
companies within the corporation.
Customer related activities, including
design, furnishing, project
management and logistics will be
handled by New Store Europe
Danmark AS.
“We expect that this will improve
know-how and competence levels
in both companies, and increase
our ability to compete. The trading
company will be getting more supplier
incentives, which will benefit both
companies. By having our ‘own’
production line, we preserve our
ability to act quickly and make
prototypes,” concludes Lassen.
New Store Europe
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New Store Europe
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Partners
in print
New Store Europe has bought a 51%
share in Norwegian printing company
Reklamepartner.
Text Nils Ragnar Løvhaug // Photo Morten Brakestad
The two companies were already cooperating closely on
various projects, and this was a natural next step for
New Store Europe. Reklamepartner has been specialising
in large format printing for the retail market since 1998.
The company prints signs and other graphic materials
for shop walls and interiors.
“New Store Europe has a great sales department and
many established customers, while we offer flexible
production facilities. Working together, we can integrate
design, sales and production even closer than before.
We can also work together on a daily basis developing
new concepts. I believe this will benefit both parties –
and our customers – greatly,” says Managing Director
Gisle Nesbakk in Reklamepartner.
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Coop
contract
coup
Butikkdesign New Store Europe has landed a
comprehensive contract with Coop Norge AS. The
Norwegian grocery specialists are delivering total
store refurbishing packages to 120 Coop Marked
stores and specialised super market furnishing to
selected Coop brand stores – in total 390 stores. In
addition they are awarded the primary responsibility
for all logistics related to a total renewal program
involving 760 Coop super markets in Norway. The
majority of the project is to be executed in 2009.

The brief facts
Customer: Gebr. Heinemann Trade Company
Where: Copenhagen Airport, Kastrup, Denmark
Size: 500 sqm
Responsible in New Store Europe: Thomas Welzel
Idea: Efficient project management
Time frame: Construction work initiated mid July,
opening 1 September 2008
Special challenge: Project management across borders
with multiple suppliers
The multi-brand
store with Belstaff,
Etro, Porsche
Design and Versace.
Owner of concept
and design:
Heinemann.
///////////////////////////////////////
Project management on
international territory
The German company Heinemann hired
New Store Europe as a professional partner
to handle the installation of two high-end
multi-brand stores at Copenhagen Airport.
Text Lene Rustad // Photo Heinemann
After only six weeks, a 500 sqm turnkey
solution was handed over. Challenges
concerning a multitude of involved
companies, including security issues,
were perfectly managed in an international
co-operation. According to Thomas Welzel
there were a series of factors making
this an outstanding project management
achievement.
“First of all, the number of participants
involved in the project. Almost 30
companies from six countries were
c o-ordinated by our team of three project
managers,” explains project manager
Thomas Welzel at Kreftbrübach New Store
Europe in Germany.
A challenging puzzle
Each project manager had designated
areas of responsibility. Alex Vestergaard
was in charge of the Danish craftsmen,
Maik Schäfer overlooked the furniture
delivered by New Store Europe Denmark and
Thomas Welzel had the total overview and
responsibility.
“With so many participants involved and
an ambitious deadline, appointing three
project managers proved to be a success.
We had nine different high-end brands
with their own design and expert planners.
Add to that different construction and
light companies as well as advertising
professionals, and you soon realize that
first-rate project management skills are
needed to ensure a continuous progress,”
says Welzel.
Security issues
In addition to the project management
task, New Store Europe Denmark produced
and delivered some of the store interior.
Moreover, the location being an airport in
another country, involved handling additional
security issues and local regulations.
New Store Europe
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New Store Europe
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The mono-brand store with Aigner, Bulgari,
Mont Blanc and Vertu. Owner of concept
and design: Heinemann.
“We co-operated with New Store Europe in
Denmark on this project and it was a very
successful teamwork. In fact, all involved
parties worked towards the same goal
throughout the whole process ensuring
a triumphant result of two high quality
stores,” concludes Welzel.

1
Gather your activities
Working with a one-stop partner on the store interior and project management saves you the unnecessary costs of people
carrying out double work. With a one-stop partner, the customer gets an honest and constructive dialogue concerning the
effects of various investments on different fields. This is relevant not least when there is co-operation across borders.
2
Optimise your concept
In most store concepts, it’s possible to identify elements in which the concept could be rationalised, e.g. by minimising the
amount of modules or choosing other materials. Quite often a component can be replaced by another one, thus reducing
production and storage expenses. Remember that the 80-20 rule often goes for shops too: 20% of the interior gives 80% of
the visual effect, meaning that upgrading 20% of your interior gives very good value for money.
Have production in the right place
3Should you go to China, Vietnam, Europe or stay local when investing in your store Through a close co-operation and
planning process, the right combination of production places will emerge. Besides economy, volume and delivery time,
freight and flexibility are factors to be judged when selecting the right mixture of producers for your business.
Rationalise your logistics
OPTIMISE YOUR
STORE INVESTMENTS
Tempting customers with the finest interiors and the best solutions for
exposing your goods is more important than ever. New Store Europe gives
you the expert advise on how to get as much as possible out of your budget.
4
By connecting the links and following a rational logistics solution, you will save money. As a one-stop partner, New Store
Europe is capable of putting together a logistics model that takes all your needs into account; minimising storage time and
preventing discord and waiting time. An efficient Project Management System is important.
Maintain your interior
5An annual full car service is a matter of course for most of us. Any shop should have the same treatment. Regular and
documented inspection of all materialistic and conceptual circumstances makes sure that your shop stays inviting and true
to the established concept. A maintenance deal with New Store Europe secures a better outcome of your investments.
New Store Europe
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New Store Europe
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15

What’s
next
Now’s the time to look ahead
and be prepared for new and
exciting times, according to
shopping centre connoisseur
Stephen Pragnell in Paris. We
consulted him about what’s in
the coming.
Text Siv L. Seljevold // Photo Siv L. Seljevold / Apsys
“Death is very likely the single best
invention of life. It clears out the old and
makes way for the new,” said Apple-founder
Steve Jobs in a recent speech. This would
be the right kind of perspective in today’s
economic situation, according to Stephen
Pragnell, Group Director for External
Relations at the Apsys Group in Paris.
“Retail properties continued for some time
to be excellent investments while finance
was teetering, creating a lot of projects
developed by more opportunist companies
without the professionalism required. The
current market will clear out the fragile
non-professionals and only the good,
strong commercial projects will survive,”
he says, continuing:
“We are now in a situation that contradicts
everything before. In developing a
shopping centre we used to act on a
long-term basis, now we have to have
both a short-term and a long-term view
to satisfy the economic demands and
rapidly changing consumer expectations.
Even though at the moment many projects
are suspended because of lack of finance,
we have to arrange matters so that the
concepts will not be completely out-dated
once we’re back in business”.
As an active member of the ICSC European
Shopping Centre jury, Pragnell is constantly
touring Europe following the development
of modern shopping centres. We asked
him in what way European consumers are
changing now.
We all like shopping
We can hardly deny the fact that no part
of the world is escaping the effects of this
downturn. However, the local varieties
make it hard to generalise, even when just
talking about Europe.
“You can’t really compare how consumers
react,” Pragnell says, referring to the
six years he spent in Poland, for Apsys.
A shopping centre standard that took
New Store Europe
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New Store Europe
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Inside meets outside:
The modern shopping
centres in Eastern and
Central Europe are the new
town squares, says Stephen
Pragnell, here exemplified
through Kometa in Poland.
thirty years to build in Western European
countries, emerged during ten years in
Poland. Due to a lack of strong retail
quarters in many towns, shopping centres
are in Central and Eastern Europe the new
town squares, the heart of community life
and social exchange.
There are two definite shopping
experiences, he says: the out-of-town
destination as a family outing, and the
inner-town convenience as, like in the
Latin countries, many still prefer the
day-to-day shopping in specialised shops in
vicinity to their homes.
“But what consumers have in common
is that they like to go shopping. It’s
definitely still the top leisure activity in
our part of the world,” he states, adding
that there’s still no massive drop in
customer footfall in European centres.
The right quality
What we see, however, are new approaches
16
17

Stephen is a true European, constantly on
the move. A British national, he has been
living and working in France and in Poland
for more than half of his life.
A shopping centre can revive a whole
area when done in the right way.
Apsys always works with the wishes
of the community when involved in
a development project, such as in the
French town of St. Nazare. A semicovered
shopping precinct, Ruban
Bleu forms part of the “Ville-Port”
(Town-Port) initiative of the place,
reconciling the town with the Atlantic
Ocean, the Loire estuary and the
port area, including the contrasting
heritage of the 2nd World War German
submarine base, and revive local pride
in the town’s marine and ship-building
history. Ruban Bleu presents an offer
that was immediately adopted by
the Nazairiens and attracted regional
customers who had previously used
neighbouring Nantes as their retail
base.
to retail. People analyse their needs more
carefully, even more affluent consumers
now shop in discount stores. And this
doesn’t only go for food. There’s a new way
of thinking about shopping in general;
making a bargain is really quite pleasing.
But the satisfaction has to last, which is
why quality at an affordable price is on its
way back again – as is overall shopping
experience.
“The lighting has to be flattering, products
need to be well exposed, the concepts
have to be well designed and attractive
even if the products are cheaper. I think
the consumers are in their right to demand
a certain atmosphere while shopping. I
feel sometimes that we have forgotten
about the customer! What differentiate one
centre from another and determine their
commercial and popular success is those
who attend to clients creature comfort and
create a sense of occasion and belonging,”
says Pragnell.
Frugality and consideration
A recent survey from British Shoppercentric
ascertains that 87% of UK shoppers are
making changes to their shopping habits
as a result of the downturn. Frugality is
the trend. The Apsys Director thinks many
European retailers are preparing for this
frugality to last beyond the current crisis.
Though practical and simple solutions are
becoming fundamentals, Pragnell has no
fear that high-end goods will disappear.
“Luxury goods and big brands will survive
for their workmanship and quality, though
maybe the new frugality means we will stop
wearing labels as if they were decorations
on a Christmas tree.”
Sustainability is a strong trend within
the world of shopping centres as well
as in other parts of society. So are good
ethical standards, and today’s situation is
reinforcing the importance of numerous
aspects retail faces in this matter.
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New Store Europe
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“The consumer movement towards cheaper
shops had started already before last
autumn’s crash. Now people are more likely
to ask where do all these cheap goods
come from and how are they produced”
About the
Apsys Group
Established in France in 1996,
Apsys heads 16 retail led city-centre
regeneration and suburban
development projects in Paris,
Bordeaux, Grenoble, Caen, Orleans and
other principal French cities. Opening
in Poland in 1997, Apsys manages
a portfolio of 17 shopping centres
for major institutional investors
(GE, Heitman, Dawnay Day, Pradera,
Oppenheim). Their first Russian project
will be opening in St. Petersburg in
2010.
In other words, under what conditions
do the factory employees and producers
work and what are the consequences on
the environment Are these satisfactory
enough for me as a consumer to buy the
finished products
According to Pragnell, retailers and
shopping centre developers also have to
show themselves more considerate towards
the local community and economies;
reflecting more thoroughly and reacting
more precisely to socio-cultural expectations
and to local shoppers’ aspirations.
But most important of all is to hold on to
the hopes for the future.
“The economic collapse happened during
a very hard, long winter. This has also
affected people’s moral. We have to be
positive and view this as the kick that we
needed. There are some very interesting
and challenging times ahead. Things should
only get better,” predicts Stephen Pragnell.

New Store Europe news
A strategic
shopping centre
New Store Europe Finland’s method for conceptual
design and buying process analysis can effectively be
utilised when planning a shopping centre.
Text Lene Rustad // Photo New Store Europe Finland
Tailor-made for the
retail profession
///////////////////////////////////////
Inexterior New Store Europe was involved in the initial stage of the
strategic planning process for the shopping centre ‘Tavaratalo Kärkkäinen’
in Lahti, and facilitated the selection of merchandise as well as store
strategy. A point of purchase environment analysis was conducted as a solid
foundation for the concept design. The stores’ earnings logic, objectives and
customer profiles were taken into consideration when developing the buying
context plan aimed to enhance the shopping centre brand.
The new headquarters at Vinterbro in Norway improves efficiency
and facilitates a more rational way of working. All 16,000 sqm
have a deliberate purpose.
Text Lene Rustad // Photo Morten Brakestad
“This building is not just a building, it
represents a professional business tool,”
explains Morten Grøn-Hansen, group
chairman and the brain behind the new
headquarters.
“It was a pleasure working with Tavaratalo Kärkkäinen. They challenged
us and made us justify our solutions. At the same time they demonstrated
a solid understanding for the fact that a thorough planning phase and
financial investments are necessary in order to get long-term returns,”
concludes Managing Director in Inexterior New Store Europe, Arto Järvinen.
Sampo Piipponen (left), Senior Retail
Designer at Inexterior New Store Europe and
Tapio Kankkonen, Manager of the Tavaratalo
Kärkkäinen shopping centre.
Creating a strong Polish brand
Samuelsons Polska New Store Europe took part in the 9th
annual BestShop conference in Warsaw, making new and
important business contacts.
Text Nils Ragnar Løvhaug
Facts
4000 sqm office space and showrooms
4000 sqm production facilities
8000 sqm warehouse
Annual capacity of 5000 stores
(200-400 sqm)
Completed October 2008
Architects: Astrup & Hellern
Spacious and bright office
areas and production
facilities under one roof.
Functionality is key
Large quantities of goods and complex
logistics are often involved in the retail
solutions provided by Grøn-Hansen New
Store Europe. With several warehouses and
production facilities on different locations
there was an unresolved efficiency
potential that now is realised.
“With everything centralised we have
become more efficient as an organisation.
Our packing and transport capacity is
highly improved. Our assembly times are
reduced as we can do more of the assembly
work beforehand. Having the production
area, including printing facilities, in the
building also contributes to rationalising
our working process,” explains Grøn-Hansen.
The International Retail Business
Forum BestShop is the annual
meeting place for Polish retail service
professionals.
“The conference gave us a great
opportunity to present our company,
meet potential customers and see
what our competitors are up to,” says
Andrzej Pudelek, Sales Director of
Samuelsons Polska New Store Europe.
Logotype must always be on white background
Cropmark illustrate the fixed white area around the logotype, must not be changed.
Informal meetings
The conference had several official
speakers on a variety of subjects, and
Samuelsons Polska New Store Europe
had many visitors at their conference
stand. But informal discussions with
potential customers were just as
important, according to Pudelek.
“Through these conversations we
were invited to a meeting with a big
grocery chain, which plans to expand
to Poland. There is no doubt our
presence at the conference will help us
create a strong brand in the Polish market.
The 2008 conference in December
had special focus on the latest trends
and future perspectives in Polish
and central European markets. Over
300 representatives from Polish and
international retail chains took part.
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Design meets purpose
The office part of the building is also
made to enhance an efficient and practical
workflow. It differs from an ordinary
office building in its architectural and
design features, which needs to reflect a
professional knowledge of interior design.
“We have show room areas where we can
demonstrate total store solutions including
lighting, floors and ceiling. We have an
auditorium for educational purposes. All
the services in our value chain are now
gathered in one place, which gives us a
competitive advantage that benefit both us
and our customers,” states Grøn-Hansen.
Red colour in logotype > PMS 1805

Total transformation
in six days
Prior to the ambitious KIWI rollout in Denmark
– 50 store conversions in 17 weeks – all details
were planned down to the hour.
The brief facts
Customer: KIWI Denmark
Where: 50 locations throughout
Denmark
Size: 50 stores from 350 to 1000 sqm
Responsible in New Store Europe:
Frank Bomstad
Idea: Total store conversion in six days
Time frame: Beginning of August to
the beginning of December 2008
Special challenge: Extremely tight and
ambitious rollout schedule
///////////////////////////////////////
Text Lene Rustad // Photo Kiwi
There was no time for any pilot stores.
Nevertheless, Butikkdesign New Store
Europe’s extensive rollout experience
ensured a smooth implementation process
according to schedule.
“This was a pretty unusual store rollout.
We converted the existing Danish grocery
store chain Alta into 50 KIWI stores in
just 17 weeks. This implied three store
conversions per week. The grocery store
would close down as an Alta store four
o’clock on a Friday and then open as a
KIWI store Thursday morning the following
week,” explains Managing Director of KIWI
Denmark Bjarne Sand.
Three-month planning period
The first stores opened on 14 August 2008.
The planning started in the beginning
of May and included weekly project
management meetings with representatives
from KIWI, SuperGros and Butikkdesign
New Store Europe.
“These meetings were significant for
the success of the project. Based on the
groups’ professional experience we actually
planned the entire 17-week rollout down
to the hour. Nothing was left to chance
and we managed to follow the tight
schedule with three store conversions every
week. This project can easily be used as a
blueprint for similar projects,” says Sand.
Merchandise placing part of the rollout
Three different teams worked according to
the same rollout schedule in three
different store locations each week. The
conversion entailed removing the old
merchandise and interior, painting
the walls and ceiling, getting the new
interior in as well as placing all the new
merchandise.
“It’s rather unusual to outsource the
merchandise placing, but due to the time
restraints of the project we decided to let
the teams do this based on planograms
made by SuperGros. It turned out to be a
successful endeavour,” states Sand.
Emphasis on fruit and vegetables
A KIWI store in Denmark is identical to a
Norwegian KIWI store, with the exception
of two things: the presence of wine and
spirits in Danish stores and a strategic
decision to place the fruit and vegetable
section close to the store entrance.
“In Norway this section is not in the
beginning of the store, but we made
deliberate decision to do this is Denmark in
order to differentiate KIWI from competing
discount stores. This made sense since fruit
and vegetables are such an integral part of
the KIWI brand,” explains Sand.
Day 2 involves installing all the KIWI shelves
and store interior fixtures.
Day 3 & 4 was dedicated to merchandise placing. Dry food products were placed first. Different from Norway: KIWI Denmark offers a
selection of wines.
New Store Europe
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New Store Europe
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Fruit and vegetables can be found in the
beginning of the KIWI store as part of the
Danish branding strategy
Day 6 a Turn Key Solution was
handed over and the KIWI store was
in operation the following morning.
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23

The brief facts
Customer: Marks & Spencer
shopping centre
Where: In Poland and the Czech
Republic
Size: Several stores of 1000-2500 sqm
Responsible in New Store Europe:
Andrzej Pudelek and Jan Recínsky
Idea: Creating synergies across borders
Time frame: An average of 2,5 months
per shopping centre
Special challenge: Management of large
and complex projects
///////////////////////////////////////
Close relations between the
Polish and the Czech branches
of New Store Europe eases the
realisation of several of British
Marks & Spencer’s stores.
Text Siv L. Seljevold // Photo Marks & Spencer
Crossing borders
with New Store Europe
One of the largest retailers on the London
Stock Exchange, Marks & Spencer (M&S)
boasts over 21 million people visiting their
stores each week. Over 285 of their more
than 885 stores are located outside of their
home territory. M&S has expanded greatly
through both franchised operations and
partnerships in some of the world’s most
dynamic emerging economies, such as the
Czech Republic, Russia, Poland, Hungary,
India, China and Indonesia.
In the Czech Republic, New Store Europe
Czech won the tender concerning the
entire project management and all
construction works in the most recent
M&S establishment. After 2.5 months, in
July 2008, it was inaugurated in Liberec,
covering 2500 sqm.
Professional project management and
eager involvement performed by the Czechs
impressed the M&S management, and they
were engaged to take care of the two next
shops to open in Slovakia as well. One
opened in Kosice in October last year, this
time after only 11 weeks, while the third
one is in the pipeline.
From Czech to Polish
”In Central and Eastern Europe, most
shopping malls are foreign based and they
often wish to move into more than one
country. This fact, together with cultural
and sometimes linguistic similarities, make
it quite convenient for us to co-operate
across borders, which is a great advantage
for the customer as well,” says Andrzej
Pudelek, Sales Director in Samuelsons
Polska New Store Europe.
Thanks to the customer’s good experience
in the Czech Republic, M&S representatives
and the architect company creating the
preliminary design for the store, decided
to discuss a co-operation in Poland.
Samuelsons Polska New Store Europe was
shortly after that appointed to realise
the Marks & Spencer store in the ‘Forum’
shopping mall. Covering over 1000 sqm.,
it was successfully completed according to
the plan, in three months last autumn.
General contractor in Poland
”This co-operation is an excellent example
of how customers through New Store
Europe can cross borders in the most agile
way,” says Pudelek. He is proud to have
landed a deal with M&S to be one of their
general contractors in Poland, providing
a full range of building work. They will
carry out everything from electrical and
mechanical installations, plumbing,
ventilation, air conditioning and construction
work. Through preparing the branch
designs, they also support in the design
process when it comes to HVAC design,
plumbing design and electrical design and
adjustments to the preliminary design. All
necessary permissions and agreements with
Polish Authorities also conveniently go
through the Polish company.
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25

Revamped
store
gave new
customers
By August 2009, New Store Europe and Reitan Servicehandel will have
A wide selection of fresh high quality food is to be
established a total of 268 Shell 7-Eleven stations in Scandinavia
found at Shell 7-Eleven
Uniting brands to create ‘A Perfect Match’
Facing a new market situation
the low-price chain Nille
realised that their stores
needed to be more attractive.
They are now exploiting the
stores’ potential as the most
important communication
channel, and reaching a new
audience.
Text Lene Rustad // Photo Nille
In October 2008, Shell and 7-Eleven started collaborating on a new and fresh high quality concept
at Danish, Swedish and Norwegian Shell Petrol stations. New Store Europe is the proud partner in
this Reitan Servicehandel project.
Text Nils Ragnar Løvhaug // Photo New Store Europe
“In Sweden, we will supply furnishing for more than a hundred
stations in just ten months. This is a big challenge, which requires
a lot of hard work and meticulous planning. At the moment
we have 23 people working on this project,” says Key Account
Manager for New Store Europe Sweden, Magnus Holm.
counters as well as wall designs for this project. These will be
implemented into every station. In some cases, we deliver the
entire furnishing for the station. All designs are created in close
collaboration with the customer, Holm points out.
‘A Perfect Match’ is the catchphrase and fundamental idea behind
this collaboration. Both Shell and 7-Eleven are already strong international
brands - together they will be even stronger. 7-Eleven
will be responsible for the total management of the petrol
stations. This includes rebuilding of the shops, car wash, car rental
and all shop sales including car accessories. Shell will continue to
supply fuel to the stations.
“Around 40 Shell 7-Eleven stations have already opened in
Sweden, many of them in rural Northern areas. The process has
been running very smoothly so far, and the new stations are
receiving great feedback from customers,” says Holm.
By August 2009, New Store Europe and Reitan Servicehandel
will have established a total of 268 Shell 7-Eleven stations in
Scandinavia – 116 in Sweden, 89 in Norway and 63 in Denmark.
New designs
“We have developed a brand new range of shopping and food
Driving in to a Shell 7-Eleven petrol station, you will find a great
selection of freshly brewed coffee, high-quality fresh food and
grocery products at a fair price. Combined with generous opening
hours and a wide range of services, Shell 7-Eleven will provide a
clean, safe and friendly shopping environment.
New Store Europe have supplied and implemented shopping units
for Reitan Servicehandel for more than 20 years. Reitan Servicehandel
is one of the largest operators within the Scandinavian
convenience store business, operating well-known brands such as
Narvesen, Pressbyrån and 7-Eleven.
‘A Perfect Match’ is a step towards Reitan Servicehandels vision of
being the number one convenience store operator in Sweden. Kent
Pergeus, Director of Establishment, Property and Constructions at
Reitan Servicehandel, says:
“We are very satisfied with New Store Europes performance. They
can always be relied on to deliver creative, functional and high
quality solutions for all our retail outlets.”
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///////////////////////////////////////
The brief facts
Customer: Nille
Where: 280 store locations in Norway
Size: An average of 200 sqm
Responsible in New Store Europe:
Torunn Weydahl Ottesen
Idea: Upgrade the perceived image of
Nille
Time frame: Rollout started in August
2008 (ongoing process)
Special challenge: Adding brand value
to a low-price brand by changing the
store appearance
///////////////////////////////////////
Nille is still an everyday low-price brand,
but the perceived identity has been
upgraded from cheap and moderate quality
to good quality at a sound price. The
revitalised Nille is attracting a much larger
customer group.
“Surveys conducted before and after the
change show that the consumers react
positively to the alterations, and in fact
perceive Nille as a store where you get
value for money. This means that we have
improved the communication of one of our
key messages – reasonable prices,” states
Odd Martin Berger Expansion Manager in
Nille.
Simple, but effective changes
Nille wanted to keep their original
store fixtures as a basis for the new
store design. With the exception of the
new point of sales desk and campaign
table, Grøn-Hansen New Store Europe
made relatively simple alterations to
communication surfaces, customer flow
plans and the merchandise selection.

New and improved merchandise exposures.
Easier sourcing from China
New Store Europe has delivered new shelving systems for
knitting yarn to all Nille stores.
“All the different improvements have
significantly changed the overall
impression and lifted the Nille brand
considerably,” says project manager Torunn
Weydahl Ottesen at Grøn-Hansen New Store
Europe.
New merchandise focus
After a thorough customer analysis
Nille decided to reduce the number of
products and focus mainly on articles of
consumption in the home, seasonal products,
hobby articles and selected cleaning
products. In addition, major changes to the
merchandise exposure were made.
“The new look is less cluttered than the old
one. The stores now appear well arranged
with larger product exposure areas, making
New customer flow plans increase sales.
it easier for the customers to find what
they are looking for. There are more areas
for impulse exposures and a new campaign
table right at the entrance,” says Ottesen.
Gentle lighting, open atmosphere
Improvements have also been made to the
floors in new stores, the colour palette of
the walls are toned down with a beigegrey
hue and the lighting is no longer only
fluorescent tubes.
“The changes have had an immediate effect
on the sales figures. The pilot stores have
been very successful. The changes seem
to be spot on for our target group, which
is women with children looking for nice
purchases for cosy occasions,” concludes
Berger.
A hot zone area promoting candles at
Mosseporten Shopping Centre.
New Store Europe
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New Store Europe
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Text Axel Revheim // Photo New Store Europe
New Store Europe’s brand new office in Ningbo, China, paves the
ground for cost-efficient sourcing of interior to Europe and allows
western companies a smart gateway to the Chinese retail market.
Morten Grøn-Hansen, company chairman
and the Chinese governor officially opening
New Store Asia’s Ningbo office.
With the newly opened office, sourcing
interior from China will become even easier
for NSE and its customers. Three highly
experienced people, including store interior
experts Preben and Anna Bailey, run the
office in Ningbo.
“We believe having our own Chinese
operations will be a major asset for the
competitive edge towards our customers.
We were delighted that Anna and
Preben Bailey decided to join us in this
adventure,” says Mathis Sæther-Larsen,
director for Purchasing and Logistics.
Anna and Preben are highly respected
business entrepreneurs within store interior
design and have designed shops and
shopping malls for customers from Sweden
to the Middle East. Preben and Anna are
heading the office, backed by Chinese
employees.
Preben is in contact with more than a
hundred factories in China in order to find
suitable partners. His shortlist now counts
ten factories, all capable of delivering high
quality, large volumes and competitive prices.
“All of them are dedicated to quality and
they are hungry for orders. We can obtain
highly competitive prices,” he says.
New Store Asia is also offering western
companies an access route to the Chinese
retail market.
“We are ready to design stores and do the
store interior with project management
for those who want a presence in China.
The sports market is booming in China.
National sports chains are reporting big
profits. European sports retailers should
take advantage of this opportunity,” says
Preben Bailey.
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Design that sells
POPCORN
New Store Europe Finland has designed numerous retail
environments at movie theatres across Finland. Professional
analysis methods pave the way for design that has resulted
in increased sales of snacks and soft drinks.
Text Lene Rustad // Photo Krister Heilimö / New Store Europe Finland
The brief facts
Customer: Finnkino
Where: Flamingo in Vantaa, Kinopalatsi
in Helsinki
Size: Stores ranging from 100 to 300 sqm
Responsible in New Store Europe:
Sampo Piipponen
Idea: Increase snacks and soft drink sales
through conceptual design
Time frame: Permanent customer since
2004 with several prior and ongoing
projects
Special challenge: To optimize sales in a
short period of time
////////////////////////////
Finland’s largest cinema chain, Finnkino,
has successfully increased their snack
and soft drink sales after investing in
comprehensive design renewals based on
Inexterior New Store Europe’s purchase
context analysis.
A thorough method
“All improvements are done with
commercial success in mind. This is
something Inexterior understands well.
Their purchase context design method
covers the entire purchase potential in our
target groups,” says Finnkino’s Concession
Sales Manager Petri Laine.
The Finnish retail specialists have analysed
several aspects of the purchase context:
communications, emotions, activities,
economic efficiency and knowledge.
sales,” explains Senior Retail Designer
Sampo Piipponen.
Avoid random design features
The Finnish retail specialists have
embraced analysis and methodology as
a required tool when implementing store
design. This ensures design that works
towards the same goal as other marketing
efforts, namely increased sales.
“Unplanned and random design elements
in a store can actually reduce sales. Even
though it might be visually pleasing,
it may obstruct the ultimate goal of a
retailer, which is to sell products. Design
elements that prevent access to products
or confuse customers with too many
messages can have a negative effect on
sales figures,” claims Piipponen.
“Unplanned and random
design elements in a store
can actually reduce sales.
Self-service and spacious stores
In order to raise the average snack and soft
drink purchase amount, certain strategic
moves have been made. One of them is the
self-service.
“In a movie theatre a lot of people tend
to arrive at once, making it imperative
that any selection discussion by the cash
register is minimised. It’s also important
that the store areas don’t appear crowded,
so we have designed a lot of space around
the different self-service concessions
stands,” explains Piipponen.
Due to technological advances, moviegoers
are often buying their tickets beforehand.
This affects the customer behaviour when
arriving at the movie theatre. Consumers
with prepaid tickets are actually more
inclined to buy movie related accessories
and snacks and beverages. Finnkino’s
multiplex theatres are all set to maximize
temptation and buying potential.
“Contextual design is all about
understanding customer behaviour and
critical purchase factors. Our method
actually mirrors the elements of a purchase
decision into the money making process
of the storeowner. The result is increased
Tennispalatsi in Helsinki is one of Finnkino’s
visionary movie theatres with a wide
selection in both digital excitement and
movie snacks.
New Store Europe
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31
Computer visualization image for the new project Kinopalatsi
Helsinki. The project was launched in April 2009.
Finnkino’s Flamingo movie theatre in Vantaa has a wide selection of
quality snacks to stimulate the customers’ appetite.

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Headquarter: New Store Europe AS, Kveldroveien 19, N-1407 Vinterbro, Norway Tel: +47 64 97 76 50