Skoringen is one of Europe’s most well-known retailers, operating more than 200 shoe stores in Scandinavia. Less well-known is Feet Me, its sister chain for younger shoppers.
So when the company wanted to expand Feet Me, aimed at the 15-30-year-old crowd, it decided to create a symbiotic relationship between the two retail brands.
Rather than scouting new locations for Feet Me, designers co-branded the chains by creating a shared storefront, with a passageway between the two stores that allows customers to freely mingle between both.
Older, more-mature shoppers will appreciate Skoringen’s bright store aesthetic with wood and carpet flooring, easily accessible display racks and ample seating.
The more-contemporary Feet Me space includes white square wall panels, floating display shelves, tile flooring and cubes for sitting. A series of colored partitions hanging from the ceiling add a splash of color.
At the new co-branded entrance, a cream-colored Feet Me nameplate complements the brand’s modern vibe. Next door, a gray frame outlines the door and nameplate of Skoringen.
Through the strategy, both chains have been able to increase the size of their store fleets without having to scout new individual locations. That’s an imposing feat for feet!
Design: Shoe-D-Vision, Skødstrup, Denmark - Claus Thrane, ceo; Hans Nielsen, store design consultant and architect
Outside Design Consultant: AM System A/S, Them, Denmark (technical and development advice)
Audio/Visual, Lighting: Targetti / LIK, Vejle, Denmark
Flooring: Expona, X-Design, Skanderborg, Denmark
Photographer: Hans Søndergaard, Copenhagen, Denmark