Hi Wendy, could you tell us a bit about your role and what you do here at Perry?
I’m responsible for the VM department at Perry Sport and Aktiesport. For the last two years I’ve been managing a team of 21, working on how our stores are visually merchandised.
There was some big news recently regarding JD Sports and Perry. Could you tell us what happened in the last few months?
More than a half year ago, JD stepped in and took us over. Everything went so fast from there. It's great to see they [JD] have a strong belief in our vision and can help us in achieving where we want to take the Perry brand.
You recently opened a very slick, modern store on Amsterdam's busiest shopping street. Any reason why it's so important? Did JD have anything to do with that?
Our new Kalverstraat store is a great example of how our vision managed to come alive under JD. For one, it’s the first new concept store for Perry and our new vision - it's why opening it on Kalverstraat was so important to us.
JD coming in was a huge help, as the plans were sitting there for two years already - having already been drafted up in MockShop. With their help, we were finally able to develop and open the new store.
So this store is very different to Perry Sport's older, existing ones?
In every way it’s different. It’s better in furnishings, layout, design, creativity - just everything really.
How exactly is it different? More modern? Targeted to a new audience?
Perry has been rebranded - our strategy has changed. In fashion stores it is already very common to have a gender based lay out - and in sports it's a new way to present the different product categories. Now, Perry Sport is a women-led store, it's quite different to what you see in our older more traditional stores.
Now, when a customer walks in, they enter a women's store which you can see and feel in the furnishings, merchandising, fixtures and just the whole look and feel. Nothing is the same as it was. We have also integrated lots of screens, digital signage and LED backlit visual frames in the store, which is a major update from the old store where we only used traditional printed PoS.