News

J. Jill tests new store design in four markets

October 31, 2013

Today, specialty retailer J.Jill unveiled a redesigned store concept in four markets across the United States. The store design is a pure expression of J.Jill's mission, offering easy, relaxed and inspired style to a woman with a rich full life, the company said in a press release.

"The new approach to store design is based on our understanding of what is important to our customers. We want to delight her with our beautiful, versatile collections and inspire her confidence with our guiding service," said Paula Bennett, CEO and president of J.Jill "The new stores offer her a very warm welcome."

The store design also draws influence from the notion of "uncomplicate" — the brand platform that J.Jill launched earlier this year. According to the company, "uncomplicate" represents the brand's way of saying, "Trust us to take care of what you wear, so you can focus on the things in life that are most important to you."

The new prototype stores will launch during the pre-holiday season in four cities: Short Hills, N.J.; Huntington Station, N.Y.; King of Prussia, Pa.; and San Diego, Calif. The company's goal is "to learn how the new stores, based on the brand promise of 'uncomplicate,' impact the shopping and customer experience, and to build on the feedback to guide future expansion," said Chris Gayton, Senior Director, Brand Marketing.

The new stores were designed by New York-based Kramer Design Group, a multidisciplinary design firm specializing in retail consumer experiences.

"The prototype stores delight the J.Jill customer's sense of personal style and thoughtfully guide her experience. Spot-lit lifestyle displays down the center, flanked by individual shops, give the customer a uniquely effortless shopping experience," said Robin Kramer, president of Kramer Design Group. "By dramatically expanding the dressing rooms and using a palate of soft grays, winter whites and warm woods throughout the store, our goal was to make shoppers feel relaxed, inspired and engaged."

Read more about store layout and design.