Download magazine - New Store Europe

Sporting
giant
Fitting for
a fl agship
Inside // Read about the
Retail Week Interiors Awards
////////////
No. 3 2011
Magazine for
New Store Europe
Making Matas marvellous //
A clear vision for Synsam //
Changing into Milan mode //

Front page picture:
Andy Evans
Published by:
New Store Europe AS
Tel: +47 64 97 76 50
www.newstoreeurope.com
Editor in Chief:
Marketing Director New Store Europe
Stephan Brübach
stephan.bruebach@newstoreeurope.com
Editor: Tim Walker, Integral Design
& Media Ltd
Text & layout: Integral
Contact us:
New Store Europe AS
Kveldroveien 19,
N-1407 Vinterbro
Tel: +47 64 97 76 50
magazine@newstoreeurope.com
If you have any questions, comments
or suggestions for the content of our
magazine, please let us know at
magazine@newstoreeurope.com
Offices in nine European countries –
delivering through own operations and
via agencies
For contact details of New Store
Europe offices, please turn to the
back page
Office
Production
New Store Europe
has facilities in
Europe and China
New Store Europe Czech s.r.o., Tel: +420 602 255 553, info-cz@newstoreeurope.com // New Store Europe Danmark A/S, Tel: + 45 97 22 08 11,
info-dk@newstoreeurope.com // New Store Europe Polska Sp. z o.o., Tel: +48 22 639 87 00, info-pl@newstoreeurope.com // New Store Europe Sverige AB,
Tel: + 46 31 708 37 00, info-se@newstoreeurope.com // New Store Europe Deutschland GmbH, Tel: + 49 55 42 6006-0, info-de@newstoreeurope.com //
New Store Europe Italia srl, Tel: +39 039 460 953, info-it@newstoreeurope.com // Grøn-Hansen New Store Europe AS, Tel: +47 64 97 32 00,
info-no@newstoreeurope.com // Butikkdesign New Store Europe AS, Tel: +47 64 97 30 30, info-no@newstoreeurope.com // New Store Europe Oy, Tel: +358-(0)20-
741 4640, info-fi@newstoreeurope.com // New Store Europe UK Ltd, East Grinstead Tel: +44 1342 31 74 12 & Harlow +44 1279 406300 info-uk@newstoreeurope.com
Tailored retail solutions across borders
New Store Europe delivers tailored solutions for new stores, roll outs and remodeling. We secure
expertise and materials from around the world, working from offices in nine European countries.
Our focus is always on increasing shop profitability and we offer a menu of options. Choose from
our range of products and services in all phases of the value chain. From single stores to full-scale
international roll outs, we offer honesty, quality assurance and innovation in all we do.
New Store Europe guarantees customers of always on-time delivery and a single point of contact –
your key account manager.
We offer a menu of services in all we do, so we can provide project management and strategy from
start to finish or purely put in place the retail architecture.
4 8 11 16

Partnering with the best
New Store Europe’s mission is “We help
retailers improve shop profitability” and
we drive this mission through a statement
“More together”. Sometimes it’s good to get
confirmations from our partners that “you
delivered”, “we are increasing profitability”
or “we managed together!”
Last year our customer Nille was used
as an example. Together we created a
new concept and rebuilt more than one
hundred stores. Nille ended up by getting
the Norwegian Design Council’s award
“Design Effect”. All parameters went
the right way – more customers, more
spending per customer, which of course
increased top and bottom line in total.
During the last year or so, New Store Europe
has been lucky enough to start co-operation
with other market leaders, internationally
known brands representing the best in their
business. Our co-operation with Puma has
increased, the Nike store we built as a pop-up
store in Italy in the spring was shortlisted in
the Retail Week Interiors Awards as the best
pop-up store of the year, and we have during
2011 expanded our co-operation with Adidas.
14 22
Adidas, which is one of the main sponsors
of the 2012 London Olympics, has chosen
to build their UK stores with New Store
Europe ahead of the event. Teaming up
with the market leaders requires constant
development. A key driver for a successful
co-operation means mirroring their
expectations and demands. Precision,
structure, quality, flexibility – contribution
to reach our partners’ targets, delivering a
bit more than expected!
When Adidas refitted its flagship store on
Oxford Street in London we did a bit more
than expected. The co-operation between
Adidas and New Store Europe managed to
keep a three-floor, 1,800 square meter store
trading except for a short period at the end
of the program. Again we feel proud that,
according to Adidas, we “helped the retailer
to improve shop profitability” – the opening
and year-to-year figure comparison confirm
the success for the project. Our partner is
satisfied – New Store Europe did what was
needed, we contributed to a huge success!
I wish everyone successful Christmas trading!
Let’s continue and walk the talk together.
Index
Photo: Øyvind Joar Petterson Troy Abrahamsen
Deputy CEO New Store Europe
Bags of style in Milan ...........................................................................4
EHI conference; POPAI award .................................................................7
A night to remember: New Store Europe Retail Week Interiors Awards...........8
Filling up in Poland ............................................................................ 10
Right time, right place: temporary shops ............................................... 11
Beauty is our business ........................................................................ 14
A tale of sporting giants ..................................................................... 16
The Market: Italy ............................................................................... 19
New horizons: Matas makes a move ....................................................... 20
Seeing a brighter future ...................................................................... 22
Setting the scene; new range of checkouts ............................................. 25
Success stories: book stores ................................................................. 26
Landing the brand .............................................................................. 28
A head for retail ................................................................................ 30

Alessandro Oteri’s new
Milan store has everything
for lovers of high fashion
accessories – even a handbag
named after the New Store
Europe account manager.
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New Store Europe
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Text Wendy Homewood // Photos Giovanni Giaquinta
I think most women would admit to at least a mild obsession
with either shoes or handbags. Some – and I count myself
among them – are addicted to both. To my mind, one can
never have suffi cient handbags or enough pairs of shoes.
The thing about accessories is that however your size and
shape fl uctuate – even when your Little Black Dress has
become a bit too tight - a gorgeous handbag and a pair of
killer heels will still be the perfect fi t.
And, somehow, they become even more alluring and desirable
when discreetly (and reassuringly) labelled ‘Made in Italy’.
When it comes to accessories, those three little words speak
volumes – quality, craftsmanship, style, luxury and exclusivity
– all descriptions which can be applied to the creations of
Italian shoe and accessories designer, Alessandro Oteri.
Mr Oteri’s bespoke clients have included the Queen of Sweden
and the wife of the Chinese Prime Minister, as well as
actresses and prominent high society people.
Hardly surprising, then, that he needed special creative
talents to help him realize his ideas for a new boutiqueatelier
in Montenapoleone, Milan, one of the most famous
shopping streets in the world of fashion.
In Brief
Customer: Alessandro Oteri
Where: Milan, Italy
The project: The interior of a fashionable Milan
accessories store
Services provided: Logistics, installation and
project management
Challenge: Creating a stylish environment for highly
fashionable products
Bags of style
Alessandro
talks to Simona
New Store Europe Italy Account Manager and Architect Simona
Dentone was a natural choice to help him do that: Simona and
Alessandro Oteri grew up together in a village near Portofi no
on the Italian Riviera. Their paths crossed again after they had
both moved to Milan to pursue their careers.
“What Mr Oteri wanted was to expand appreciation and
awareness of his collections both here, in Italy, and
overseas. He needed to create a space for his clients that
is welcoming, comfortable, relaxing and homely but, at the
same time, elegant and sophisticated,” says Simona.
She worked with a colleague, the Architect Fabio Magri,
from their Milanese studio MOODISMILANO, on the design
of the store. “We wanted to achieve a marriage of classic
and contemporary style in which tradition and innovation
co-exist. So we’ve used a combination of classic and modern
materials – steel and nickel-plated display cages, lacquered
MDF panels and a wooden fl oor.”
New Store Europe Italy had complete faith and confi dence
in his ideas, and we helped him turn them
into reality. ➤

“The walls are, in the
main, painted in a classic
pearl grey, which lends an
air of sophistication and
elegance to the space”
➤
No attention to detail was spared. Mr Oteri wanted
the wooden parquet fl oor to look ‘worn out’, and
this was achieved by oiling the oak planks. The same
oak planks are used in the shelving. By contrast, the
lighting is a modern LED system, which combines
energy saving with high-quality lighting.
The walls are, in the main, painted in a classic
pearl grey, which lends an air of sophistication
and elegance to the space. But keen ‘followers’ of
Alessandro Oteri will recognise that the MDF-paneled
wall is painted in exactly the same distinctive blue
shade as the soles of his shoes and the linings of
his handbags. Known as ‘Oteri Blue’, the color was
specially created for the brand.
Alessandro Oteri’s clients say the new boutiqueatelier,
which opened in September, makes them feel
thoroughly ‘at home’ and comfortable. And both Mr
Oteri and New Store Europe say this fi rst joint venture
has proved a perfect fi t – like a handmade, bespoke
shoe. They both hope it is only the beginning of what
will turn out to be a very long partnership.
Meanwhile, what of Simona Dentone? Well, she’s
been a loyal supporter of the Alessandro Oteri brand
for years: “I don’t wear any other kind of shoes. If
you wear his shoes once, you have to follow him
forever – it’s like a drug,” she says.
In fact, so impressed is Mr Oteri with the New
Store Europe Account Manager, that he’s named a
handbag in his latest collection after her!
She’s one lucky girl, Simona Dentone. Jealous?
Who, me?
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POPAI award for massive UK roll out
New Store Europe, along with its customer The
Co-operative Group, has gained recognition for a
huge roll out undertaken in the UK.
As reported in the last edition of New Store Europe
Magazine, the Value Communication Roll Out took
place in 2,659 Co-operative stores in the space of just
The EHI Retail Design Conference took place in
September in Bonn with Stephan Brübach, of New
Store Europe, joining other influential panelists
for a question-and-answer session on store interior
and store design.
After two days of talks and presentations about the
future of retail, the opening question provoked much
discussion: does price pressure and standardization
mean that shopfitting no longer really matters?
Within a short time it became clear that we all agreed
on one point: that standardization is necessary for
both the development of a product and the further
development of processes. However, it can only be the
basis for opening up space for creativity.
Creativity is the field in which shopfitters can excel.
To develop a concept and/or a product together with
a customer is a process beyond the simple building
of shelves. With creativity you can fully discover new
ways of doing things.
At the conference a very good example of this was
presented: The Kochhaus in Berlin. You enter a shop
and buy all the ingredients for a delicious meal. That
might sound unremarkable so far; in fact, you enter
The Kochhaus and choose one of 18 tables. On each
table you find all you need for a fantastic meal –
exactly in the quantities you require. One bay leaf,
175g of spinach, two small onions, etc, etc. And along
with the recipe comes a detailed list of instructions,
a nice little story about the recipe and – if you
wish – wine that suits the food perfectly. Business is
booming, with the third shop having just opened. It is
even planned to develop it as a franchise concept.
three weeks. New Store Europe set up a call centre
devoted to the project and 60 teams of fitters
were deployed.
The POPAI UK bronze award, which was presented in
October in London, was a reward for the quality and
speed of the project.
Retail design conference
“Engineering into the finest
detail is the core competence
of our industry”
Stephan Brübach,
September 2011
On the podium:
Moderator: Thomas Probst, former MD of
Linde Ladenbau
Panelists – retail:
Markus Krämer, Manager BTE +
FM Apollo Optik
Christian Webersberger, Manager Shopdesign
Interspar Östereich
Panelists – shopfitting:
Joachim Schürholz, Itab Deutschland
Stephan Brübach, Marketing Director New
Store Europe AS
So what is important is that retailers rightly ask us to
co-operate as partners and to support them with our
in-depth knowledge, in order that they can take the
right decisions.
It is, of course, also vital to deliver the right quality
and the right price. That means listening carefully to
the customer and having flexible structures to develop
and deliver the right product.
The debate during the conference has reconfirmed
my point of view: in order to be successful in the
market a retailer must differentiate himself from the
crowd by means of design and concept. In Europe,
differentiation can, for example, mean regionalization.
It was really interesting to discuss these topics with
both retailers and colleagues. The outcome confirms
New Store Europe’s continuing ambition to be a
flexible, strategic and creative retail partner.
New Store Europe News

It’s the UK’s biggest night of the year in the world of retail interiors – New Store Europe was
headline sponsor of the Retail Week Interiors Awards 2011.
Night to remember
Now in their 14th year, the Retail Week Interiors Awards
reward the best in the store design and shopfitting sectors
and are an important date in the retail calendar.
They were held this year at the Hilton Hotel on Park Lane,
London on 29 September and over 600 guests attended.
The big award of the evening, the New Store Europe UK
Retail Interior of the Year award, went to BLACK/Dixons
Retail. The store was featured in the previous edition of
New Store Europe Magazine.
Black was also victorious in two other categories on the
night: Non-Food Design of the Year and UK Specialist Store
Design of the Year.
New Store Europe’s CEO in the UK, Abdul Basharat, said:
“We wanted to raise the profile of New Store Europe in the
UK and felt that the best way to achieve this was to be
the headline sponsor for the Retail Week Interiors Awards.
Our relationship with Retail Week has been very close over
the years and it is great to see that by sponsoring the
Retail Week Interiors Awards, we have achieved our brand
awareness objectives.
////////////////////////////////////////////////
In brief
What are the Retail Week Interiors Awards?
An annual celebration of the best in store design,
taking place in the UK
Why did New Store Europe sponsor the awards?
To raise the profile of New Store Europe in the UK
Where can I find a list of the winners?
www.retailinteriorsawards.co.uk/323644
/////////////////////////////////////////////
John Ryan
“The sponsorship has been more than just one night – the
marketing campaign leading up to the awards was very
successful. The awards night was also very special to us
and we received some very positive feedback from our
customers, which is equally as important. My colleagues
also stated that it was a great night.”
John Ryan, Stores editor of Retail Week, commented: “The
Retail Week Interiors Awards is always a tough call to put
together and unless you have very substantial support it
probably just wouldn’t happen. New Store Europe has helped
to make the event what it is this year: the premium night
for the industry when everybody – retailers, designers and
shopfitters – gather to celebrate another year… and to see
who will walk away with a prize.
“The difficult bit is that as soon as one awards night
finishes, your thoughts turn to next year. Fortunately, 2011
was such a success that this is not quite the issue that it
can be and we’re already considering how to make 2012
match what happened at the end of September.”
Judges included Peter Cross, business partner of Mary Portas
and Managing Partner of Yellowdoor; Tim Greenhalgh, Global
Creative Chief for FITCH; Nayna McIntosh, Director of Store
Marketing and Design for Marks & Spencer; and Simon
Threadkell from Tesco.
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New Store Europe
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/////////////////////////////////////////////
Comedian Stephen K Amos Abdul Basharat, left, at the presention of the New Store
Europe UK Retail Interior of the Year award to
Quentin Bossom, Lead Project Manager for Dixons Retail

“…that is
where New
Store Europe’s
strength
lies – in
cross-border
working”
Driving
change
Petrol stations are increasingly becoming the
convenience store for the 21st century.
These days, drivers are coming away from
forecourts with full shopping bags as well as
full tanks in places as far apart as Warsaw
and Wolfsburg.
New Store Europe has just completed two
such projects in Poland for BP, as key
account manager Mark Willett explains:
“Working with our team in Poland we have
just fi nished two petrol station stores for
BP in Krakow and Katovice. We supplied and
fi tted everything apart from fridges and
some of the counter equipment.“
Mark and his colleagues in the UK have
a long history of working with BP, a
relationship that started in earnest 12 years
ago when BP released its Connect concept.
The UK team has also helped to deliver all of
BP’s Marks & Spencer stores – 125 to date –
supplying equipment, delivery, installation,
merchandizing and fi nishing with the retail
store opening team. In 2010 the team also
delivered the 140-store Reset programme
in BP Connects – a project where whole
stores were reconfi gured and new categories
introduced over a 14-hour night shift.
//////////////////////
In brief
Customer: BP
Where: Poland
The project: Two petrol
station stores
Services provided:
Furniture manufacture,
logistics and installation
Special challenge:
Cross-border working
Now, armed with New Store Europe’s crossborder
experience, Mark is taking his expertise
East and is looking at similar opportunities in
other BP markets within Europe.
The Poland BP projects both involved
manufacturing the store furniture –
conveniently – in Poland. New Store Europe
then organised delivery and installation.
From start to fi nish the process of refi tting
took just 24 hours.
Mark adds: “Our team of fi tters went in
during the day, while trading continued.
At the same time, BP and Carrefour
merchandized the store. The petrol station
then re-opened the following morning
transformed.”
The new stores carry the powerful
Carrefour brand but the projects are not
as straightforward as simply following a
template, as Mark explains: “Each of these
projects is unique and also it is very different
to working on UK petrol stations. But that is
where New Store Europe’s strength lies – in
cross-border working and in knowing what
will succeed on the ground in Poland.”
It seems that where East meets West drivers
are the winners.
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New Store Europe
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Right time…
11
Pop-up stores and
temporary shops are
here to stay it seems…
with ever more creative
solutions emerging to
capture the essence of
the here and now.
From Boxpark in London
to Nike’s surf store in
Mondello, we look at
retail spaces which
come and go, but leave
their mark.
Mondello London
…right place

Text Tim Walker
In an age when fashion and technology both move at a fast and
furious pace, it is no surprise that temporary and pop-up stores
are very popular.
In the east end of London, for example, Boxpark is opening
in December with shipping containers to house shop units.
Meanwhile, at Mondello in Italy, a temporary store was built for
Nike 6.0, the new brand of clothing, beachwear and sneakers
created by Nike for surf and action sports fans.
Boxpark, heralded as “the world’s fi rst pop-up mall”, is located
at a former railway yard in Shoreditch, close to the site of the
2012 London Olympics. The site has been bought for permanent
development by Hammerson and will eventually have 2,000
homes on it, but for the next fi ve years it will house some of the
most innovative up-and-coming up-and-coming retailers in the UK.
It is the brainchild of Roger Roger Wade, creator of the fashion
brand Boxfresh, and will welcome not just
fashion labels, but any retailer doing things a
little out of the ordinary – perhaps you could
say outside the box means inside inside the box.
Right time…
Forty containers will make up the ground fl oor of the mall and a
further 20 are destined to form an upstairs area, mainly for cafés
and art galleries. An eclectic mix of retailers is promised, with
tenants offered either one-year or fi ve-year deals.
Why containers? Roger explains: “When you open the doors of
a container you’ve got a box. A box is like any other structure –
the box is waterproof, the box can be insulated, electricity can
be supplied.”
He adds: “The container is the ultimate industrial design – why
not use it in a retail perspective? Boxpark is going to be a home
for independent brands – it can’t be about the high street.
“If you focus on the most important thing – the brand – then
the customer will come.”
Nike 6.0
How Boxpark
will look
New Store Europe
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ight place
New Store Europe
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13
Meanwhile, in a contrasting part of Europe, in a charming libertystyle
villa by the sea at Mondello, one of the most beautiful
tourist resorts in Italy and a destination for surfers in search of
the perfect wave, the temporary store Nike 6.0 opened between
June and July before being dismantled in August.
New Store Europe dealt with the whole construction (materials
research, fi nishing and assembly) with the collaboration of the
Over the Rainbow agency based in Lissone, which specializes in
set designs and special events. Developed on an approximately
100 square meter area, the store had a structure composed of
multi-layer panels with a hidden hooking system for hangers
and shelves, then covered by rough wooden planks, patiently
assembled one by one and overlapping each other. A cash desk,
lamps and several video walls completed the set-up.
The result was interesting to view – it looked like an improvised
shelter on the beach made out of driftwood. In fact, all of the
building materials were recycled, with sustainability an important
factor in the project.
Milo Gullotta of Nike 6.0 said: “Despite the super-young and
digitally hyper-connected consumer target, the Action Sports
world has developed according to a traditional retail standard:
small areas off the beaten track and a business model of the
small Italian type (family-run businesses and small investments)
that turns into a very specialized product offering which is
limited in reach and depth.
“The Nike 6.0 project falls into this context and its intention
is to break into the market with its retail experience, starting
from the introduction a series of products connected to the
action sports world.
“Nike has experience in this sort of testing of the market and
this means that the brand value the consumer mostly values –
innovation – stays high.
“Together with New Store Europe, whom we openly wish to thank
for their rewarding co-operation, Nike has achieved a temporary
retail project and the achievement is proven by the fact that the
celebrated magazine Retail Week, among the greatest experts of
the sector, has selected Nike in its list of awards fi nalists.”
///////////////////////////////
In brief: Nike 6.0
Customer: Nike
Where: Mondello, Italy
The project: A temporary store open
for the summer months near the beach
Services provided: Construction,
assembly and installation
Challenge: To build a temporary
structure which would look stylish and
fi t with the brand

Beauty
is our business
Foundation is New Store Europe’s new specialist
company serving beauty retailers – how will it
operate and why has it been set up?
Text Tim Walker // Photos Mike Cook
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Beautiful design for the beauty business
– that’s the guiding principle of New
Store Europe’s new specialist company.
Called Foundation – appropriately – and based
just outside Leicester in the UK, the operation
is already developing the beauty environment
for customers who are industry leaders.
Zoe Bredariol, Director of Beauty Environment
for Foundation, explains: “Our team has
worked with key customers in the beauty
industry for many years, mainly from our
UK facility in Harlow. This unique position
has provided us with an exclusive insight
into the health and beauty market and
how it operates. Our customers value our
knowledge, experience and calm approach
to working in this fast-paced sector.
“I would put it like this: beauty is our
passion. Our award-winning team takes
time to work with customers and their
key stakeholders to get under the skin
of brand values and business vision.”
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New Store Europe
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15
The location of the new business is a
key element in its success. The Leicester
and Nottingham area is famous for its
point of sale expertise, with specialist
designers gravitating towards the area.
The Foundation team comprises concept
designers, technical designers and graphic
designers. Team building is ongoing
and one way of motivating the team, as
well as discovering new ideas alongside
customers, is by holding innovation days.
Zoe believes these are important in the
quest for continuous improvement and
the need to adapt to new demands:
“Our vision is to take complex ideas
and turn them into designs first, then
manufactured solutions that work and
look stunning. Innovation days allow us
to share ideas, insights, demonstrate new
materials and technologies and discuss
latest industry news. This stimulates the
design team and customers alike, promotes
discussion and generates workshops to
address challenges faced by the customers.”
Foundation, which moved into its
contemporary new base at Narborough
Wood in June 2011, is already engaged
with the world’s largest beauty retailers
to develop the overall strategies for look
and feel across whole departments.
Zoe adds: “We champion the vision and
safeguard the design intent, developing
guidelines to suit the customer’s
merchandizing principles across a wide
variety of store formats. Our strength
derives from understanding brands, and
expressing those values through each
design discipline from graphics and
conceptual through to technical.”
Underpinning Foundation’s design and
development work are three principles.
The first is that the output is easy to
maintain, operate, interact with and
update. Secondly, it must produce
the ‘wow factor’ and exceed shoppers’
////////////////////////////////////////////////
In brief
Customer: Various
Where: UK
Services provided: Design and installation
Challenge: Producing store displays that work
in harmony with beauty products
////////////////////////////////////////////////
expectations. Thirdly, and very importantly,
everything must be designed and
manufactured with sustainability in mind.
Zoe concludes: “We are establishing a
center of excellence here that is incredibly
creative and innovative, but also a place
where our customers feel both at home
and inspired when they come to visit.
We are very excited about the future.”
You could say the future for
Foundation looks very beautiful.

Adidas has relaunched
its fl agship Oxford
Street store in London
– perfect timing with
the 2012 Olympics just
around the corner.
///////////////////////////////////
In brief
Customer: Adidas
Where: UK
The project: Refi tting a fl agship store in
Oxford Street, London
Services provided: Project management,
construction, logistics and installation
Special challenge: To maintain sales while
work was being carried out
///////////////////////////////////
A tale of s
Text Tim Walker
// Photos Andy Evans
Adidas will be the main sponsor sponsor of London 2012
– so 2011 proved an ideal time to rebrand and
refi t its fl agship Oxford Street store in the city.
New Store Europe’s expertise was called upon
to turn the the new concept concept into reality and and work
began in February. The transformation work
took 12 weeks but, but, thanks thanks to good project
management, management, the store continued to trade for
all but but three weeks in that period.
Andy Evans, Head of Key Key Accounts for New
Store Europe, Europe, explains: explains: “We did the work work in
three phases – one for for each each fl fl oor. Work on the
basement and fi fi rst fl oor was straightforward
because we we simply simply blocked off that fl oor when
work took place. It was was only when we were
working on the ground fl fl oor oor that the store had had
to close.” close.”
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New Store Europe
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17
Andy is justifiably proud of his team’s
achievements on this store and others
which New Store Europe has worked on
in the UK, such as in Portsmouth and
Braintree for example. The same team has
also worked on the Adidas store in the
Olympic shopping mall, Westfield, which
opened in September.
Returning to Oxford Street, the team
handled project management and
construction management, the main two
challenges being creating a new entrance
on Lumley Street and installing a lift shaft
and ‘dumb waiter’ for use in moving shoes
between the basement and ground floor.
New flooring throughout, electrical work
and full decoration was also in the brief.
The total area of the store was 1,800 square
meters, with a sales area of 1,100.
New Store Europe assembled the store
furniture too and handled the logistics to
transport the equipment to London. Once it
//////////////////////////////////
porting giants
had arrived, the team quickly and expertly
installed it.
Andy Smolinski, the Project Manager
for New Store Europe, explains the main
challenges: “First, the timescale was very
tight, particularly for the ground floor area
which included the new entrance and the
‘dumb waiter’. The lift shaft was very tricky
as it meant cutting holes in the floor and
reorganizing metalwork and pipework. The
lift itself has a black glass surround, which
was a challenge in itself.
“The entrance was quite complex and
finishing off the ground floor part of the
project was a race against time. But in the
end we finished it and did a really good job.”
Andy Evans adds: “Adidas is a big and
important brand and we are very proud
of the result. There is a strong Olympics
theme as you would expect, and the Adidas
brand supports this – with labels such as ➤

➤
Originals, Stella McCartney and Porsche Design.”
For Adidas, Paul Sitton, who is now Venues Manager,
London 2012, said: “At the start of 2011 we
initiated a rolling remodel of our 1,800 square meter
Statement store on Oxford Street. Those who know
the store will immediately realize how much lighter
it feels sporting our latest ‘New Core’ concept!
However, this was not just an aesthetic exercise.
“By considering every step of the consumer
journey our Global Retail Team bought together
best practice from over 2,200 stores globally,
in merchandizing (updated and rationalized
range), visual merchandizing (shop-in-shop
categories), logistics (new stockroom layouts and
delivery procedures), operations (new staffi ng
rotas and management focus), brand and instore
communication (new façade signage, new
windows, new navigational signage and graphics)
and balanced all these factors that contribute to
success. The proof has been a stable increase of
year-on-year sales by 45% from the same
retail space.
“Undertaking a full scope of works
over three fl oors is bound to be
disruptive, right? Not so much – from
January to June we focused on best
sellers, and temporarily boosted density
in trading areas, while New Store
Europe worked discretely in hoarded
construction areas, unnoticed by
most consumers (and even some
international Adidas visitors). Up
until we closed the store in July,
for just three weeks to tackle
the ground fl oor, we had still
exceeded our previous year
YTD sales. A triumph of
co-operation!
“This project did not set out
to create an architectural
showpiece, but a sustainable,
retail experience to showcase the
best of Adidas. We thank New Store
Europe for making our priorities
its own, and for a fantastically
successful project.”
“By considering every step of the consumer
journey our Global Retail Team bought
together best practice from over
2,200 stores globally”
“We thank New Store Europe for
making our priorities its own, and for a
fantastically successful project”
Paul Sitton of Adidas
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Daniele Tirelli
Position: President of POPAI
Italy, the international
association dedicated to retail
marketing development
Education: Bologna
University, London School
of Economics, University of
Lovanio.
Professional career:
l Chief economist and head of
the international competency
center for marketing models
at AC Nielsen. Later, returned
to deal with international
analysis and consulting
l Vice-President of
IRI-Infoscan
l Freelance researcher and
tutor at IULM in Milan and
in the Gastronomic Sciences
University in Pollenzo (where
he was professor of economics
and statistics)
The Market
With Daniele Tirelli, President of POPAI Italy
How would you describe the retail market in Italy at
the moment?
Retail is an extremely complex area made up of many
different elements, but there are, however, two defi ned trends
at the moment. On the one hand, we have a progressive
sector specialization with both an increase in price
competition and a multiplication of offerings. On the other,
there is an alignment in format and activities, as in the case
of basic commodities and catering.
How much is being invested in new stores?
The fi nancial crisis has undoubtedly slowed down plans
for investment in new and renovated stores, but we
would estimate that at least 75 per cent of the expected
investments have been carried out. The most lively sectors
still seem to be fashion, catering and, to a smaller degree,
basic commodities.
What is the demand for retail space?
In times of crisis, like now, the focus is on the higher-priced
locations that have more certainty about ROI compared with
the returns from more suburban or newly urbanized areas.
What are the challenges for retailers?
The main challenges are to differentiate yourself and to turn
your customers into loyal ones. The key factor for each brand
is, and always will be, the size of its customer base and how
frequently people pay a visit. The greatest danger lies in a
slow, hardly perceivable, wear-down of these factors while a
growing number of strong brands (category killers) prevail.
Which areas of retail are strong and which areas are weak?
The strongest areas are those segments that are still ‘young’,
such as DIY, gardening, as well as car accessories/parts and
catering. The weak spots are the big wide-ranging formats
such as hypermarkets, low-range clothing and multimedia
outlets. But even here there are exceptions.
What are the prospects for 2012?
The most promising formats seem to be the superstore
and neighbourhood supermarkets for basic commodities.
Innovative monobrand points of sale, such as the Apple Store
or the Nike Store, will also do well. The trend is for success in
those sectors where quality rather than low prices prevail.
How can retailers succeed in a very competitive market?
The trick is to differentiate in order to reach specifi c
segments, as happens in more advanced markets, where the
connection to customers is based on a great consistency,
both in the upper range and in the low-priced sectors.
Currently most retailers do not differentiate themselves
enough from others.

New horizons
Matas makes a move
When Matas wanted to expand its flagship store in a wealthy district
of Copenhagen, it asked New Store Europe to help.
Text Tony Whiting // Photos Evan Hemmingsen
Matas is Denmark’s leading cosmetics retailer with 295
stores and around 2,500 employees. It sells top brand
cosmetics from Boss, Dior, Lacoste, YSL and other
international names as well as vitamins, medical products
and everyday goods such as shampoo and toothpaste.
It has a large and very loyal customer base but
understands the need to innovate in the way its
stores look and how its products are presented.
One of its flagship stores is in a particularly affluent
district of Copenhagen, known as Lyngby, which has
some of the most expensive homes in the city.
The store is in a high-profile shopping centre
with around 100 other units including Benetton,
H&M, Levis and Nike, but at 222 square meters,
it was not as large as Matas would have liked.
When a supermarket next to the store announced
it was going to close, Matas saw an opportunity,
not only to significantly expand its premises,
but also to refresh them with a new look.
It turned to New Store Europe, with whom it has
worked since 1993, because it needed a reliable
business partner to carry out key elements of
the project quickly and efficiently while still
keeping local Matas customers happy.
“The old store was
dominated by wood
and quite dark.
The new look is much
brighter, lighter and
more modern”
One of the important elements to the project’s success
was New Store Europe creating a pop-up store in smaller
premises of around 100 square metres about five units
away. This was open for six weeks while work was
being done on extending and refitting the old store.
Bo Kjelgaard, New Store Europe’s Key Account Manager
for the project, says: “The extraordinary thing was
that the small, temporary store sold almost as much as
the old store. This says a lot about the intense loyalty
of the customer base in Lyngby to the Matas brand.”
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In brief
Customer: Matas
Country: Denmark
Project: A new look and re-fit for
one of the flagship stores of Denmark’s
biggest cosmetics retailer
Size of store: 450 square metres
Project challenge: Carry out the project
very quickly
////////////////////////////////////////
Though the customers were still happy, it was essential for the
team to carry out its work as quickly as possible. The extended
store at 450 square metres was twice the size of the old store
so there was plenty of work to be done. Ceilings had to be
lowered in part of the store, a staircase repositioned, new walls
built and a sensitive redecoration programme carried out.
The team was also responsible for designing, building and
installing fittings such as display units, shelves, paypoints
and a new look medicine unit with a built-in refrigerator to
keep drinks cold. Elsewhere in the store outside the public
areas, the team worked on a staffroom, kitchen and offices.
“The change in the look of the store is very obvious,” comments
Bo. “The old store was dominated by wood and quite dark.
The new look is much brighter, lighter and more modern.”
The new look could well set a trend. It is only the
second store to be redesigned in this way – the
other was also in Copenhagen – and, if the concept
proves that it increases sales, other larger Matas
stores are likely to follow this example.
It’s early days yet but the signs are encouraging. On the
day the new store was opened by Chief Executive Officer
Terje List cutting a ribbon, it achieved record sales for
a single day as shoppers streamed into the store.
“There were so many people waiting to get in that the
store was soon very crowded. It was almost impossible
to move around, it was so busy all day,” Bo adds.
As the store continues to record good sales, it is a
tribute not just to its incredibly loyal customer base,
but also to the success of the new look for Matas.

One of Norway’s biggest optometrist
chains has seen the value in
redesigning and refitting its shops
professionally and quickly.
///////////////////////////////////////////
In brief
The company: In addition to its 90 shops in
Norway, Synsam has a further 260 shops in Sweden,
Denmark and Finland
Size: Synsam shops in Norway have an average of
100 square meters of floorspace
The key challenge: To work as a team with Synsam
and its designers, Reactor Retail, to take forward
an exciting new concept while minimizing the
installation time involved
///////////////////////////////////////////
Text Tony Whiting // Photos Studio Westjordet
Synsam, whose head office in Norway is in Oslo, has 90 shops
in the country, half of which are franchises. It commissioned
extensive and in-depth customer research to develop a new
design concept that would maximise both sales and support for
its strategic goals.
These are:
l to have the most competent employees who can respond
best to customers’ needs;
l to be the best in the market at following up customers’
healthcare;
l to be the best for fashion in glasses and sunglasses;
l to sell the best quality, value-for-money products.
The concept was to differentiate Synsam from its competitors
by giving its shops a personal look that appealed to customers’
emotions. This concept was to be reflected throughout each
redesigned shop, both in the materials and colors used, and the
way products were displayed.
It worked with an Oslo-based design company, Reactor Retail,
to develop the concept. New Store Europe was responsible for
developing the construction drawings, producing all the fittings
and the new graphics, and carrying out the installation, initially
in two pilot shops.
The first shop, in Bergen, was completed in autumn 2010 and
the second, in Asker, was finished in early 2011.
➤
Seeing a
“Almost all the fittings were made to the customer’s specific
requirements – only about 10 per cent were standard items.
The vast majority were manufactured under our supervision in
Norway,” says Pål Ask, New Store Europe’s Key Account Manager
in Norway.
The two pilot stores were such a success that Synsam signed a
three-year framework agreement in May 2011 with New Store
Europe to carry out similar refits to its other stores in Norway.
It made the point that, as the work continued, it would be very
helpful if the time each shop needed to be closed for the refit
could be shortened.
“The first pilot shop took us up to four days to complete the
➤
New Store Europe
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New Store Europe
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brighter future
23

➤
installation,” commented Pål.
“We then did three more shops in two months and reduced
the installation time. By the end of this year, we will
have done six more and I am confident that, because we
are learning all the time, the installation time will be
progressively reduced.”
The success in cutting down the installation time is due
largely to increasingly effective teamworking between
Synsam, Reactor Retail and New Store Europe.
Skills
Pål, who is the project leader, says: “We have brought
together a team of people with different skills who
understand and are enthusiastic about the new design
concept. Everyone is playing to their individual strengths.
Everyone has a very clear focus on delivering the new
concept as professionally as possible.”
The teamwork has enabled New Store Europe to find ways
of doing more finishing work in the factory so there is
less to do for those carrying out the installation in the
shops, so cutting down on time on site. The team expects
to continue to find even more ways of working smarter on
this project in future.
For the success achieved so far, Pål gives much of the
credit to two of his colleagues: Sveinung Wetlesen,
product development manager and Line Ten Hoopen,
project co-ordinator.
“Sveinung has been particularly good at communicating
effectively with our different production areas, while Line
has been coordinating all the incoming orders from our
different suppliers and making sure that everything is in
stock ready to go out to the customer.”
Vital
Another vital member of the team is Synsam’s Christian
Wallgren, who is managing the roll out for the customer.
He says: “The concept is flexible, modular and scaleable
which makes it easier to set up, manage and, in time,
replace. It also provides room for local adaptation within
the framework of the concept.
“We are very happy with New Store Europe’s work so
far and we intend to continue to challenge each other
to deliver even more cost-efficient and installationfriendly
solutions. We are working well as a team and
we think that further upgrades and modifications can be
streamlined further as we go forward.”
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25
Checkout our new range
New Store Europe and Rasec Retail have worked together to
develop a new checkout range for the Nordic market.
The SCANDI checkout meets high Nordic standards in terms of
design and certifi cation, and brings signifi cant improvements in
terms of effi ciency and ergonomics for both customer and cashier.
It is delighted to have formed this strategic partnership with
Rasec Retail, which manufactures 10,000 checkouts a year
and is one of the leading producers in Europe. Adding the new
checkouts to its range of products will allow New Store Europe to
deliver more turn key projects for its customers.
Setting
the scene
If you are looking for luxury, head to Italy and
Excelsior Milano.
Food, fashion, jewelry and perfumery are all on offer
in sumptuous surroundings.
New Store Europe has worked on the store’s new
interior, taking care of installation on a large part
of the ground and fi rst fl oors. Construction work
was also carried out by New Store Europe, mainly on
parapets and ceilings throughout the store.
Coin Excelsior is in a building which once housed
a cinema, and architect Jean Nouvel has designed
a striking exterior that features the faces of movie
stars – an inspiring link to the past.
For more details see our website:
www.newstoreeurope.com

Success
stories
Text Tim Walker
Book stores are a welcome retreat from our stressful,
fast-moving everyday lives. Creating these calm interiors is
both challenging and rewarding.
Thanks to best-selling authors such as
Jo Nesbø, Simon Beckett and Cornelia
Funke, Funke, book stores are thriving in in Europe.
Sales continue to thrive online, of
course, but many book stores in towns
and cities are succeeding succeeding because they
offer a positive experience to readers
young and old – an emotional response
missing from an an internet purchase.
The challenge for New Store Europe Europe is to
create create book book store store interiors that are are calm at at
the same time time as being inspiring, creative
and, if necessary, provocative. It’s a task
which calls calls for the the kind of knowledge built
up by the company in Germany for example.
One man with page after page of
experience experience in book book retailing is Reinhard
Mann, New Store Store Europe Key Account
Manager, based based in Germany.
He says: “As “As well as fashion stores,
I look after bookshop bookshop developments.
We have a number of customers in Germany
and Slovenia and the market is very
strong. In Germany it is helped by the
fact that the prices of books are regulated
– there is no discounting allowed.”
Recently, New Store Europe has completed
two new stores for Heymann in the Hamburg
area. Reinhard explains: “We were asked
for a concept that made the shopper feel
warm when they were in the store browsing.
The result is a deep red décor which is very
relaxing and works well with the furniture.”
The stores were 550 and 660 square
meters, both in shopping malls and
containing a combination of books and
stationery plus a small coffee area.
Turnaround time was just three weeks for
furniture and one week for installation.
Also in Germany, in Dusseldorf, Reinhard
and his team recently completed a
project for publisher and bookseller Sack
Mediengruppe, a retailer of specialist nonfi
ction books on, for example, the law.
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////////////////////////////////////////////
In brief
Customer: Various
Where: Germany, Norway, Slovenia and Poland
The projects: Book store interiors
Services provided: Installation,
value engineering
Project challenge: To create the right
atmosphere
////////////////////////////////////////////
Reinhard says: “The challenge was to
incorporate offices within the store, making
them visible to emphasise good service,
as well as to create an atmosphere which
would result in people staying longer
because they enjoyed being there.”
Meanwhile, in Nova Gorica, Slovenia, for book
retailer and publisher Mladinska Knjiga, the
team has created a concept that is about to
be rolled out in shopping malls throughout
the country. It has stylish wallpaper and
carpeting, with locally produced furniture.
Over in Norway, New Store Europe also
has many years of experience in creating
successful book stores. It is working with
both Norli and Notabene to create new
book stores. Key Account Manager for Norli,
Michelle Cole, says: “We have adapted a
concept created elsewhere in order to make
it more practical for our customer. By using
straight ends on furniture instead of curves
and by using New Store Europe’s 25l32
shelving solution we can save our customer
time and money. So far we have helped
Norli with three stores with a further
two planned.”
All of the stores are 250-300 square meters
and are sited in shopping malls within
cities. Materials used are wood and steel.
For Notabene, one of the biggest book
store chains in Norway, New Store Europe
has created two concepts, one for stores
selling books, small gifts and toys, the
other for discount book stores – branded
Billig Bok. The company has 140 stores in
Norway, two in Sweden and nine in Poland.
Elisabeth Rustand, senior designer for
New Store Europe, says: “Our team has
worked with Notabene for many years now.
The stores are between 100 and 350 square
meters and are located in large cities
and small towns. We project-manage the
whole process sometimes. We also offer
the customer construction management,
furniture design and installation.
So far this year, New Store Europe has
helped deliver six Notabene brand
stores, with a further six planned.
For the Billig Bok brand, which sells
books in five price categories, seven
stores have been completed – one
in Sweden and six in Norway.
For Notabene, Project Manager Frank Runar
Håkonsen says the relationship with New
Store Europe is excellent. He explains:
“We have worked with people from
New Store Europe since 1991 and it
is like we are part of a family. Their
architects are always one step ahead of
the competition, looking for the next
innovation. I enjoy working with the
team and we co-operate to produce
developments which are sustainable,
using natural materials when we can.”
It is clear that when it comes to
books, New Store Europe likes
to write happy endings.

Neat new facades and consistent
branding are beginning to be seen at
Helsinki Airport, thanks to work by
New Store Europe
LANDING
THE
BRAND
Text Tim Walker // Photos Jussi Valtonen
Air travellers in Helsinki will see airport shopping in a new
light, thanks to New Store Europe’s designers in Finland.
Smart new facades have been designed and work is
advanced on transforming the fi rst phase of retail space
to incorporate the smart new look.
Sampo Piipponen, Director of Design Competence for New
Store Europe, explains: “The customer, Finavia, which
operates all of Finland’s airports, wanted a consistent look
to its retail space inside the airport. We were asked to
give the outside of the stores a uniform look, with clear
signs telling travelers what was on sale inside the shops.
“The answer we have arrived at looks very Finnish, with
a light colored ‘wood’ effect applied to modern materials.
The brand will now be consistently applied across the
airport, which means the interior will have a strong
identity and have a truly Finnish feel about it.”
New look:
Helsinki
Airport retail
The biggest challenge for the designers has been applying
the new design to areas of different size and shape, while
keeping a sense of uniformity.
The distance between the fi rst of the six separate retail
areas and the last is 1.5km, with varying heights of ceiling
and different lighting adding to the complexity of the task.
Sampo adds: “Work is very advanced on the fi rst retail
space, which includes a tax-free store, six shops and a
//////////////////////////////
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New Store Europe
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29
café. Up Over to the 75 next units year the rest of the retail areas will
be transformed a week were using this new look. It is very exciting
and we produced are looking and forward to seeing the results.
the entire
“We have roll-out looked to at every detail, including how the text
for the Electrolux’s store names will look and how shop brands will be
displayed warehouses under the main brand. This was also the fi rst
executed across project the four in our retail architecture RED module.”
countries was
New Store completed Europe in is also working with Finavia on other
projects six at weeks. other airports in Finland.
///////////////////////////////
In brief
Location: Helsinki Airport
Task: To present a unifi ed brand
around the many retail areas in
the airport
Special challenge: To make sure the
branding works in all of the retail
areas, which have different lighting
and ceiling heights
//////////////////////////////////
“The brand will now be consistently applied
across the airport, which means the airport
itself will have a strong identity and have a
truly Finnish feel about it.”

Text Tony Whiting
When we go out shopping, we all know
exactly what we’re doing. Before we
buy – or decide not to buy – anything,
we take a conscious decision based
on considered, rational thought,
carefully putting aside any emotional
factors that could get in the way.
That’s how it seems, that’s how we’d like
it to be, that’s how we always thought
it worked… but all that’s also wrong.
The reality is very different. Far from
putting emotions to one side, it
seems we are being ruled by them.
We don’t realise it because so much
of it is happening unconsciously.
This is the conclusion of the highly
respected retail and brand consultants
Gruppe Nymphenburg based on the latest
research on the brain and on other studies.
Shopping is an experience where emotion,
not logic, wins the day - argues Dr Thomas
Rotthowe, a respected retail and brand
consultant.
A head for retail
They have also gone one step further and
come up with a strategy to help retailers
use this knowledge to their advantage.
They call it neuromarketing and Dr
Thomas Rotthowe, one of the consultancy’s
managing partners, is giving a presentation
later this year to New Store Europe and
some of its customers on how it works.
You don’t have to attend the
presentation to learn some of the secrets
of neuromarketing. Just read on.
Neuromarketing starts from the latest brain
research that suggests that decisions are
based on emotions. They are evaluated in
the limbic system, the emotional center
of power in the brain, and it is here that
decisions are made, between 70 per cent
and 80 per cent of them unconsciously.
“The first thing retailers need to realize
is that everything about a shopper’s
experience counts – the size of store,
its look and feel, the colors, layout, stock,
the attitude of its staff. All these trigger
emotions in the brain,” says Thomas.
“Entering a new retail environment, being
confronted with a new point of sale system,
can release the stress hormone cortisol
and have a similar effect to meeting
strangers on the street. The emotional
reaction can be one of flight, not fight.
“However, if the shopper enters a secure retail
environment they feel that they can trust,
this can release positive neurotransmitters
such as dopamine and oxytocine. This
encourages them to explore, to seek new
experiences and, most importantly, to buy.”
Going deeper into understanding
shoppers’ behaviour, Thomas and his
colleagues have developed a consulting
tool known as Limbic® which helps
retailers with strategic brand management
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//////////////////////////////////////////////////////////////
In brief
Thomas Rotthowe: Age 44, managing partner of Gruppe Nymphenburg
Consult AG, a retail and brand consultancy based in Munich.
Experience: Has worked in retail consultancy for 18 years and carried out
projects all over Europe.
Gruppe Nymphenburg: Founded in 1971 and has a team of 30 consultants
helping brand manufacturers and retailers to optimize their marketing
and sales approaches based on deep consumer and shopper understanding.
It is a member of the Ebeltoft Group, an international network covering 22
countries in Europe, North and South America, Asia and Australia.
///////////////////////////////////////////////////////////////////////////////////////
and target group segmentation.
Limbic® considers a broad range of
different types of personalities and
motivations and divides shoppers into
seven types of people. They are:
• Performers – people driven by
determination, ambition and success
• Disciplinarians – those who
value diligence and precision
• Traditionalists – for whom safety
and reliability are important
• Harmonizers – those who value
family and home and who care
about other people
• Open-minded – for whom well-being,
fantasy and sensuality is important
• Hedonists – people seeking
variety, fun and creativity
• Adventurers – risk-taking rebels
with a streak of impulsiveness
////////////////////////////////////////
“This segmentation gives us a better
understanding, for example, of the
differences between men and women
in their shopping behaviour and leads
to gender marketing,” says Thomas.
“Our matching with national household
data shows that nine per cent of men
in Germany are adventurers and 12 per
cent are performers. Yet only three per
cent of women are adventurers and
just five per cent are performers.
“The other big difference is that while 40
per cent of women are harmonizers, only 20
per cent of men fall into this category.”
Interestingly, there is no noticeable
difference between the percentages of men
and women in the other four categories.
Hedonists account for 13 per cent of
both men and women, while 13 per cent
of men and 12 per cent of women are in
the open-minded category. Some 13 per
cent of men and 9 per cent of women are
Thomas on pop-up shops
“Neuromarketing suggests that
pop-up shops can be very effective
at triggering an emotional sense
of excitement, particularly among
hedonists, the group that is most
inclined to try out new things.
They can help retailers test new
concepts, new lay-outs and new or
seasonal products.”
disciplinarians and 20 per cent of men and
17 per cent of women are traditionalists.
As well as gender, age has an influence
on personality types, reflecting the change
in neurotransmitters in the brain during
the ageing process. As you get older, you
produce less testosterone but more cortisol
so while 34 per cent of young men are
hedonists and 18 per cent adventurers, by
the time they are over 60 they are much
more likely to be harmonizers (39 per cent)
or traditionalists (32 per cent).
The Limbic® system goes on to define
different “shopping worlds” which appeal
to the seven different personality types.
Thomas’s final thought: “Is this all
too complex for retailers to manage?
Not at all because you can get deeper
insights into your customers through
neuromarketing and learn how to trigger
positive emotional responses from them.”

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info-pl@newstoreeurope.com
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Tel. +46 31 708 37 00
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Tel. + 49 55 42 6006-0
info-de@newstoreeurope.com
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Tel. +39 039460953
info-it@newstoreeurope.com
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Tel. +47 64 97 32 00
info-no@newstoreeurope.com
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Kveldroveien 19, N-1407 Vinterbro, Norway
Tel. +47 64 97 30 30
info-no@newstoreeurope.com
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Puutarhatie 24 A, 01300 Vantaa, Finland
Tel. +358 20 741 4640 10
info-fi@newstoreeurope.com
New Store Europe UK Ltd
Unit B Phase II, The Birches Industrial estate, Imberhorne Lane,
East Grinstead, West Sussex RH19 1XZ, England
Tel. +44 1342 31 74 12
info-uk@newstoreeurope.com
New Store Europe UK Ltd
Calder House, Central Road, Harlow, Essex, CM20 2ST
T +44 1279 406300
info-uk@newstoreeurope.com
www.newstoreeurope.com info@newstoreeurope.com
Headquarters: New Store Europe AS, Kveldroveien 19, N-1407 Vinterbro, Norway Tel: +47 64 97 76 50