New LinkedIn post16 Oct 2023 08:19
â Well, I never thought Iâd be doing weekend store visits!
Stores arenât a THG âthingâ. Sure, there are c450 ESPA spas in luxury hotels all over the world, but while we typically design the spas, train staff, and keep them stocked with products - we donât actually run them day to day.
And so yesterday was a unique experience. The family and I went along to the opening of the new âMyprotein Kitchenâ store - in Manchester, naturally. Iâve got say, I bloody loved it.
Like most people at THG, I spend so many hours behind a computer, from where we build brands, develop products and deliver the all-important infrastructure needed to get brands in front of global consumers. Rarely do I get to see any of our brands brought to life in the way I did yesterday.
The Myprotein Kitchen is a concept store, where weâre trialling different ways of allowing consumers to engage with the brand and our vision for it. The store is the work of Jack Forsyth (see pic in comments), whoâs spent the last 2 weeks regularly working beyond midnight to get the store ready. When I met Jack yesterday, his passion for the brand oozed from him.
Weâve been asked by numerous retailers to consider Myprotein as a store in store concept. The idea is simple. Many retailers have too much space and some footfall challenges, and so want creative ideas to address the issues.
Iceland Foods have seen real footfall wins from the Myprotein partnership as followers of the brand have flocked to stores and online, buying frozen meals, pizzas and ice cream.
And so, this a key reason for us launching a concept store this weekend. Before we walk into partnerships with others, which can be difficult to walk back from, we figured the best thing is to find a proven concept weâre happy with first. Manchester is our home, and so why not?
The timing works well. In August we launched a huge rebrand of Myprotein, bringing to life the new âMyconâ logo. Having a store so close to the Myprotein HQ is valuable in engaging with customers on the new branding, while also figuring out if we could make a Myprotein store in store format work.
I had low expectations driving into the city on Saturday, given stores arenât what we do. But I was genuinely blown away - proud.
Great job Jack and the Myprotein team đŞ
#Myprotein #ConceptStores #Brandingâ