River Island's first River Studios concept store to land in Derby

By

Nigel TAYLOR

Published
Aug 24, 2022

It’s just not enough to go on a simple store expansion drive these days with experiences now key for engaging customers. And fashion chain River Island is the latest to take the new format route. It’s called River Studios and opens at the Derbion shopping centre in Derby on Friday.

Relocated and upsized to 11,000 sq ft, River Studios replaces its previous 3,000 sq ft River Island store at the shopping centre.

Promising a “fresh take on River Island’s identity” with an “elevated visual approach”, River Studios will feature womenswear, menswear and childrenswear alongside a curated collection from its in-house brands including RI London, In Other Words, Unplanned, and Chelsea Girl.

New technology is also key with the store providing smart fitting rooms where shoppers can ask for more sizes, choose different products, or ask for advice digitally. There is also ‘Chloe’ a mid-store AI styling tool which gives customers advice after they answer a few questions about their preferences.

River Island chief executive Will Kernan said: “This is an exciting step for River Island as a business and marks the next stage of our continuing journey to elevate the River Island experience for our customers. 

“Retail is at its best when it is evolving and adapting to best suit the needs of shoppers, and we are no different. River Studios delivers a modern, seamless experience fit for the high street of today.”

Derbion centre director Adam Tamsett added: “The stylish space will be the first standalone store to showcase a brand-new look and feel, which will complement our strong fashion offer perfectly.”