Department store retailer Beales has opened a Salt & Pepper shop-within-a-shop at its Horsham branch – the first time the European concept has been seen in full in the UK.
AIS is the importer of the Salt & Pepper brand but so far it has been rolled out only in part. Beales now has exclusivity to the shop-in-shop concept.
“We’re the first people to pull the whole identity together,” Beales’ chief executive Tony Brown told HousewaresLive.net.
Horsham’s Salt & Pepper offers a range of housewares including kitchenware, cookware, tabletop and candleware – “all giftable product” according to Brown.
The sales area is 1,400sq ft, achieved by reorganisation within the existing store, and significantly boosting its housewares offer. “We didn’t do much at all in housewares in the Horsham store because it’s not one of our bigger stores,” explained Brown.
The Horsham opening of Salt & Pepper is set to be the first of many within Beales, with the concept opening in Worthing next weekend and in Bedford sometime around the end of January.
“We have ambitions for the brand, it’s a great brand, and the way it’s executed in Europe is fabulous,” Brown went on. “I went to an AIS show and saw the product en masse, and immediately saw the potential to build a sub-brand within Beales.”
He said that within four weeks of going to see how it was done in Belgium “we’d built our own”.
The Salt & Pepper brand also exists in Germany, Switzerland and France.