hs home – Harris Scarfe SA

The new Harris Scarfe homewares concept store branded 'hs home' at Gepps Cross Homemaker Centre signals a new era for the retailer.

As the first of its kind to be opened in Australia, the brief was to provide a destination homewares store that draws upon the current strengths of the parent brand, Harris Scarfe, while exploiting market gaps identified by senior management. "It was the next stage in the company's evolution" says managing director Joe Barberis.

The unique opportunity for RED was the integration of the new brand along with a new shopping experience aimed at selling large volumes of product. The contemporary design draws inspiration from some of the world's most well-known homewares stores such as Habitat UK and IKEA Worldwide.

With a three month program, RED worked quickly with the Harris Scarfe team to develop the new brand, retail master planning and retail design solution. This is a real sign of confidence in the Australian economy and retail sector, showing that Harris Scarfe is not only back but is expanding.

Customer communication and navigation was the key to building this sub-brand for Harris Scarfe. It was important that customers who visited the retail offer were confident in the brand and had a clear understanding of the product offer. RED had to ensure that there wasn't any confusion that this store, supported by Harris Scarfe, specialises in the sale of homewares.

The retail design directs customers towards the four key product categories while large mesh signage panels surrounded by fixturing enable these areas to merchandise compelling product offers.

Tinted polished concrete and exposed ceilings contribute to the value proposition, while the introduction of open louvered perimeter ceilings introduces a subtle yet recogniseable level of intimacy that is imperative for a homewares retailer.

The existing Harris Scarfe fixture suite was modified to cater for the increased stock carrying capacity. Over sized suspended light pendants guide customers towards the rear of the long and narrow store, ensuring that every square meter contributes to sales.

For Harris Scarfe this new retail offer is proving to be very successful. For RED it is an example of an integrated retail brand solution, developed on a very short program.