Alongside this we developed a new retail environment and a suite of in-store communication graphics to highlight their value driven retail offer. The pilot site was launched in Cardiff and outperformed all their existing stores. We then rolled out the concept to many additional sites. The updated brand identity and contemporary black backdrop pushed Jessops’ primary offer of ‘image making’ and their position as the authority on all things camera related. Already exceeding performance expectations, the store format became the nationwide Jessops concept and has been rolled out to many more additional sites by Peter Jones.