Edgars Melrose Arch
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The new concept store in The Piazza, Melrose Arch, stands testament to 80 successful years of delivering local and international trends to fashion-discerning South Africans of all ages. Over the last 80 years Edgars has evolved to suit the needs of its valued clientele. Melrose Arch is our newest vision of the future for retail trade in SA. It is a store that more completely reflects the growing international and cosmopolitan tastes of our customers. It will undoubtedly create a new benchmark in South Africa, growing our reputation as the leading retailer.
The crown jewel of Melrose Arch opened Friday 30 October 2009, Edgars will provide the “crown jewel” of Melrose Arch Piazza’s popular retail mix. Edgars virtually doubled its original envisaged trading area to 6 300sqm of floor space, supported by 700sqm back-of-house space. An investment which required substantial demolition and reconstruction work and which owners, Melrose Arch consider well spent.
Impressive design features
The challenge of designing the store to redefine the Edcon flagship brand was presented to esteemed Capetonian Interior Designer, Evan Wannerton. The most impressive feature of the store, apart from volume, in the designer’s eyes is “the strategic placement of speciality product offerings as well-articulated ‘department heroes’, which create an exciting retail journey through cosmetics, denim world, shoes, lingerie, cellular and high tech.” Emphasis has been placed on departmental relationships to facilitate a seamless discovery of related products.
Customer touch points such as fitting rooms, point of sale, customer services and rest rooms have been designed to provide a greater sense of personal space, accessibility and convenience. Key consideration has been given to reducing the store’s environmental footprint.
Poised to set the benchmark
With its flagship status, Edgars Melrose Arch is strategically positioned and appointed to offer Melrose Arch shoppers an extensive choice of quality products and designer brands. The concept store will stand out from our current format through incredible innovations, like the 800sqm cosmetic floor with its first ever cosmetic boutiques and exclusive brands, elegant fixtures and down lighting, enhanced brand visibility and “shop-in-shop” catering for upper end customers. Edgars Melrose Arch is poised to set the benchmark as a South African department store.
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