Simmons is a family run business that dates all the way back to 1838. Over 170 years and 30 stores throughout Hertfordshire and Bedfordshire later Simmons appointed Barber Design to start the process of repositioning their in-store retail experience.
“Our new Hatfield ‘Simmons Bakers ‘ retail concept opened this morning, we are very pleased with the results, the overall effect is extremely impressive! ”- Managing Director, Simmons Bakers
The first store we refreshed was the Hatfield Branch. It was a complex proposal to increase the distinctive strength of the brand and set Simmons apart from their competitors. Initial early trading reports showed that sales were on average 47% – 57 % higher than the previous store design, which has naturally pleased the Simmons team. Next we worked on the retail brand aspect of Simmons to draw it in line with the updated store environments. This process has involved creating a new ‘freshly’ concept, plus developing the heritage aspect of the company. It was also imperative to create a contemporary brand look and feel to compete with the established coffee shop marketplace.