KappAhl inaugurates new store concept and new flagship store

<p>KappAhl inaugurates new store concept and new flagship store</p>

The première of KappAhl's new store concept and flagship store in Oslo, Norway, takes place today, Thursday. In the flagship store, KappAhl will be presenting an entirely new store concept where the store environment, graphic design and presentation of goods have undergone a total transformation. The result is a completely new shopping experience with the focus on fashion, customer-relevant inspiration and buying advice.
     "We have created an extremely modern store concept adapted to our customers and to KappAhl", says Johan Åberg, KappAhl's CEO. "The new concept is a major advance in the work to present KappAhl as the best alternative for our customers."

The new store concept has been designed to make it easy for KappAhl's target customers – women in the mid-life age range – to shop. The concept is one of KappAhl's biggest investments to date and has been developed by the fashion chain's internal team in collaboration with London-based design consultancy Dalziel and Pow. A crucial part of the development process has been conversations with customers who were asked what they felt to be important while shopping. The result is a modern, flexible concept focusing on customer-relevant inspiration and buying advice.
     "At the top of our customers' wish lists was a desire for it to be easy to shop. So we have focused on helping our typical customer to find her way around our stores more easily and guiding her to find styles that will suit her", says KappAhl's Concept Manager, Camilla Wernlund.

The new concept welcomes the customer to a KappAhl where environmentally friendly store fittings are supplemented with a light and warm colour scheme that creates a feeling of space. A warm and comforting style characterises everything from the signs to guides and fashion tips.
     "Our motto is 'For You'. What we do, we do for our customer, making sure that it suits her perfectly", explains Camilla Wernlund.

The new flagship store is located in an excellent position in the Oslo City shopping centre. The première takes place on Thursday evening for VIP customers and loyal customer club members, and the store opens to the public on Friday. In autumn 2014 the next KappAhl store, Kungsmässan in Kungsbacka, will be rebuilt in line with the new concept.

For further information:
Camilla Wernlund, Concept Manager. Tel. +46 704 71 58 55, camilla.wernlund@kappahl.com Johan Åberg, CEO. Tel. +46 706 09 99 73, johan.aberg@kappahl.com

For photos and company information:
Charlotte Högberg, Head Public Relations. Tel. +46 704 71 56 31, charlotte.hogberg@kappahl.com

KappAhl was founded in 1953 and is a leading fashion chain in the Nordic region with nearly 400 stores in Sweden, Norway, Finland and Poland together with Shop Online. KappAhl offers good-value fashion of its own design to a wide range of consumers – women, men and children – with a particular focus on women in the mid-life age range. 18% of the range is sustainability labelled. In 2012/2013, the turnover was SEK 4.8 billion and the number of employees approx. 4,500. KappAhl is quoted on NASDAQ OMX Stockholm. For more information, please visit www.kappahl.com.

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