A scalable retail concept for Husqvarna
Customer
Industry
Time & place
Europe
Project type
Description
Together with Husqvarna, we developed a scalable retail concept designed to create strong brand recognition across a wide range of retail environments. Built around a flexible grid system, the concept can adapt to different products, store sizes and markets while maintaining a consistent Husqvarna experience worldwide.
Design and Scalability
Husqvarna is the blue brand. That was the most important starting point when we designed the concept.
The foundation is a grid system that makes visual merchandising easier through clear sections. The grid is adapted with the backgrounds and accessories needed to display the specific products in focus, all framed by a structure in Husqvarna blue.
A simple foundation that can be built upon endlessly has been the key to the success of this concept. Over the years, we have continued to scale the system by creating new accessories and displays for new products, always based on the original grid.
The Brief
When a brand as large and widely established as Husqvarna sets out to redesign its retail concept, the two most important words are scalability and brand impact.
As part of a larger investment in retail spaces, Husqvarna chose to further develop its existing retail system to better meet its evolving needs. In addition to creating stronger brand recognition, the new system needed to work just as well in premium locations as it would in a small-town retail space. A workshop interior was also to be included as part of the concept.
Material selection
We have worked with a limited number of materials to create a premium feel, where blue sheet metal forms the base together with wooden surfaces that reference Husqvarna’s Scandinavian heritage.
These are materials that work well across the different environments in which the concept is used — a mix of retail and workshop settings. Perforated sheet metal is used to reflect the workshop environment and create a functional yet refined expression.
Construction
Because of Husqvarna’s broad product portfolio, we wanted to create a smaller number of accessories and holders that could work for a wide range of products. However, the most specific products naturally require their own dedicated solutions.
One example is the Automower, for which we developed a holder that is both adaptable and multifunctional.
Assortment
We work with the full picture and offer an assortment that includes everything from signage, wall displays and floor fixtures to event items, demo areas, workshop interiors, consultation areas, lounge furniture and more.
It is a comprehensive assortment designed to support a wide range of scenarios.
Implementation
Husqvarna sells its products in more than 100 countries, which makes it a challenge to create something that will work across all markets and be adopted without resistance.
With a previously developed concept that was already widespread and appreciated by many retailers, the transition to a new concept can take time — and may sometimes happen with some hesitation.
To solve these implementation challenges, we have developed solutions that have had a real impact and helped Husqvarna roll out its new interior concept. Most importantly, these solutions have helped create a consistent brand experience wherever customers come into contact with the brand.
We have:
- Developed a store planning solution that allows Husqvarna sales representatives to easily create retail layouts and add fixtures using a drag-and-drop system.
- Developed a new system that remains compatible with the old setup, using add-ons to create the same communication structure.
- Built a webshop where Husqvarna sales representatives easily can order their interior fixtures and have them delivered directly.
- Developed a version of the system, adapted for emerging markets.
- Created a guide book describing how Husqvarna’s system should be used and implemented.
- Supported more challenging store projects with visualisations.
- Created email campaigns to encourage retailers to purchase the new interior concept.
- Developed ready-made kits for different purposes.
