Derbion to be first to host new global brand concept

Derbion will be the first shopping destination worldwide to welcome River Studios, a brand-new store concept from River Island – launching tomorrow in Derby.

Earlier this year, Derbion announced that River Island is set to relocate and upsize its footprint by 3,000 sq ft in-centre. It has now revealed that River Island, one of the high-street’s most iconic names in fashion and retail, will debut its exciting new retail concept, River Studios, in Derbion.

Visitors can expect the new concept store to deliver a fresh take on River Island’s identity, presenting the all-new River Studios brand mark combined with an elevated visual approach.

An exciting new interior scheme takes cues from the eccentricity and curation of boutique stores. This will present a quirky mix of old and new, to create a fresh, unique environment where natural materials mix with recycled and distressed furnishings and juxtapose with digital content to bring River Studios to life.

The physical space will enhance the customer journey with significant new technological innovation. Smart fitting rooms will identify and display products that customers bring in to try, allowing them to request more sizes, choose alternative products and request assistance from one of the in-store stylists – without leaving the fitting room.

The River Studios store will also feature a uniquely curated collection from exclusive in-house brands, including RI London, In Other Words, Unplanned and Chelsea Girl.

The announcement follows a string of successful openings at Derbion, including FLANNELS and Jack Wills, with a 120,000 sq ft Frasers set to open later this year.

Adam Tamsett, centre director of Derbion, commented: “We’re incredibly proud to be the first worldwide destination to become home to River Studios. The stylish space will be the first standalone store to showcase a brand-new look and feel, which will complement our strong fashion offer perfectly.”

Will Kernan, CEO of River Island, said: “This is an exciting step for River Island as a business, and marks the next stage of our continuing journey to elevate the River Island experience for our customers. Retail is at its best when it is evolving and adapting to best suit the needs of shoppers, and we are no different. River Studios delivers a modern, seamless experience fit for the high street of today.”

River Studios will open at Derbion on Friday 26 August. For more information, visit www.derbion.com.