Making the great outdoors even greater.


As one of the largest outdoor retailers, playing home to three essential brands, Outdoor and Cycle Concepts Ltd (O&CC) know a thing or two about kitting out adventurers. However, when it comes to encouraging people to explore their own stores, help was needed.


  • Experience strategy
  • Concept design
  • Customer journey and zonal planning
  • Retail branding and communications
  • Design intent packs & artworks
  • Technical drawing packs


Speaking to key stakeholders, managers and partner brands from each retailer, we knew the new concept store had to embody the shared brand mission: inspire and support people to actively get outside.

Undertaking audience research, trend analysis and noting best practice, we understood the need to empower adventurers all-year round, build a community of like-minded people, and respond to various needs and seasonality.

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Creating a unified home for the three well-established brands, Cotswold Outdoor, Snow+Rock and Runners Need, was an essential. That meant creating spaces that would champion a variety of activities while offering a distinctive retail experience.

It was all about understanding the shared customer mindsets across each brand and defining a unique experience concept, which led to the creation of ‘The Base Camp’. A redesign that would help the stores become an essential touchpoint for any outdoor adventurer.

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So that the store can easily accommodate seasonal shifts and the different customer needs, flexibility was essential. Collaborating with their merchandising teams and brands, we created detailed planograms, ensuring the various products would be displayed in a way that maximises sales.

Modular and removable signage, fixtures, and stages were developed to facilitate seamless transitions; features like click + collect, 'endless aisles,' and appointment services were implemented; and digital windows and shelf-edge messaging were equipped with QR codes so people can explore the products and download relevant maps. All considerations were made for the customer journey from end-to-end.


Taking on a hot spot for adventurers, we rolled out the first integrated store in Aberdeen, Scotland in 2022. Even though there was an accelerated timeline for this store, we delivered the concept of ‘The Base Camp’ on time and within budget, covering every aspect of the journey.

As multiple stores throughout the UK will soon drive footfall through this customer-led redesign, we’d say that’s mission complete.

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