Russell & Bromley injects new life into city centre for the next generation of shoppers

By Anita Jaynes on 22 February, 2022

High-end footwear and handbag retailer Russell & Bromley has invested in the future of its Old Bond Street store in Bath with a complete refit designed for the modern shopper.

Russell & Bromley has been a mainstay of Bath’s high street since 1982, with the store always being a top performer in the group, flying the flag for the heritage British brand in the South West.

Many a shopper will have noticed the big brass boot hung proudly above the door for the past three decades, a nod to the history of the brand and its traditional shoemaking methods which date back to 1880.

Now though, the shop has firmly stepped into the future to attract a new generation of shoppers and offer a modern retail experience. Gone are the heavy wooden fixtures and green carpet and in comes simplistic, modern shelving which lets the products do the talking.

A spokesperson for Russell & Bromley, said, “Our new store design concept is bespoke to each locality in principle and considers both the architecture of the exterior and internal space and layout.

“Thoroughly contemporary in aesthetic and considered in linear merchandise display, it truly provides a boutique shopping environment where space and focal displays create clear hero product statements for both our footwear and handbag collections.”

Russell & Bromley’s approach is fresh and stand-out, giving hope to the future of the high street. Its bright displays, spot lighting and use of audio visual make the shopping experience a fun one, allowing the products more tangibility, drawing shoppers into the store.

The new concept is part of a programme which is being rolled out across the company’s 32 branches, with Bath, Brighton and Edinburgh being the first stores outside London to see the investment.

During the pandemic, with bricks and mortar shops closed, Russell & Bromley relied solely on online sales, with the retailer using the time to test different strategies for the future of omnichannel presence. For now, at least, seasonal sales have gone online which has proved a success, and the brand is concentrating on ladies and men’s footwear, handbags and accessories, ending its commitment to children’s footwear and shoe fitting.

Russell & Bromley have appointed Jason Griffiths, Head of Brand, whose background includes working in high fashion for the Arcadia Group. This appointment is a deliberate one, modernising the brand known for high quality brogues and Chelsea boots and injecting new styles to attract new followers. The Spring collection features the bubblegum brights and futuristic metallics seen on the catwalk alongside the bestsellers Russell & Bromley has made its name from, such as the ladies Chester loafer and the men’s Burlington and Guildford boots.

The team at the Bath store said, “We are very proud of our recent store refit which truly translates the brand into a contemporary shopping environment, befitting a city with such rich history and architecture.

“Bath was a natural selection for the update following the initial roll-out in London, and the team look forward to welcoming back both our loyal and all-new customers, with the Spring collection just launched.”