Concessions (60+), nationwide
Boutiques: Chichester, Tunbridge Wells, Windsor
Concessions 50 -100m2
Boutiques 100 -120m2
Mint Velvet was founded by 3 working mothers who wanted to create an affordable high street fashion collection for women, by women. The trio focused their passion on creating a niche brand to inspire women to express their inner confidence in easy-to-wear pieces.
The brief was to design a retail concept and store identity to work across concessions and stand-alone boutique formats. Aimed at the 35 plus age group, Mint Velvet offers relaxed glamour and expert style advice at accessible prices. Central to the success of the concept was creating a personality to capture the essence of the new brand. The founders’ vision is based on “looking good, effortlessly”. This philosophy unites the brand with the interior.
The store environment is modern and relaxed, whilst also tactile and sensuous. The signature colours of charcoal with highlights of mint green are evident everywhere. Customised lighting with handwritten messages add a personal touch. The eclectic mix of furniture and props are a carefully selected amalgamation of old and new. The clean lines of the bespoke fixtures add a touch of cool while the use of oversized velvet curtains add glamour and soften the mood.
The challenge was to achieve that fine balance between creating a relaxed and glamorous environment without being intimidating. The feminine and sensuous boutique feel for Mint Velvet differentiates it from the high street and make it stand out in a concession environment. Mint Velvet has won numerous awards, including Growing Retailer of the Year and Best Small Shop design.