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Austin, TX--Kendra Scott aims to attract more customers by implementing a new store concept that creates a more welcoming and cozy atmosphere. The updated store design features warm colors and repeated arches, allowing a seamless product display.

[Image via Kendra Scott]

In a report, Kendra Scott's CEO, Tom Nolan, stated that the company aimed to create a "different but familiar" format to enhance the brand's warm and homey feel. The new store concept was first launched in Troy, Michigan, in mid-December 2022, followed by two new stores in The Woodlands, Texas, and Garden City, New York, a month later. With 130 stores, Kendra Scott plans to implement the new concept in all future stores.

The new store design also includes experiential elements, such as a cafe called The Kendra Scott Sips & Sweets Café, which will feature local vendors and dedicated spaces for customization. The Woodlands store will also showcase the brand's history and updated product displays. The company plans to host community events such as giveback and collection launches at these stores.

Nolan stated that the Northeast region is the company's fastest-growing market, and Kendra Scott plans to update several locations with the new store concept, depending on the market. The company's physical store strategy is unlikely to change dramatically in the near future, but they have received more interest from landlords, which gives them more flexibility in choosing new locations.

Investing in stores poses a significant financial risk for retailers, especially if the new concept fails to resonate with customers. Nonetheless, Nolan stated in the report that developing the new store concept was necessary for the brand's growth and success.

Learn more in the report.