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Tommy Hilfiger reveals new concept store at London’s Broadgate Centre

Tom Bottomley
11 December 2020

American lifestyle brand Tommy Hilfiger has revealed its new concept store at 100 Liverpool Street’s Broadgate Centre.

It features 2,150 sq ft of shopping space across two floors, and even has a lift and disabled changing room to “make shopping accessible to everyone,” with consumer-first in-store evolutions designed to “meet the ever-changing needs of consumers.”

In addition to the bright, modern interior design, double height windows wrap around the store flooding it with natural light.

The design concept takes reference from the nautical lifestyle, one of PVH Corp-owned Tommy Hilfiger’s long-time sources of inspiration. Additional design elements include a digital screen to display campaign videos, light oak flooring, custom TH jacquard and chevron patterned rugs, mid-century light fixtures, and pops of the brand’s red, white and blue signature colours.

Acting in accordance with the government’s COVID-19 guidelines, strict precautionary measures have been implemented throughout the store to protect the health and safety of staff and consumers, with a maximum occupancy of 22 customers at any one time.

Martijn Hagman, CEO, Tommy Hilfiger Global and PVH Europe, said: “No matter the circumstance, we will always meet consumers where they are. In 2020, meeting their needs means providing new health and safety measures, protective accessories, take-back support and greater omnichannel connectivity.

“We still view our physical stores as our greatest asset, and are optimistic that consumers can continue to experience the brand immersion and tailored services.”

Building on Tommy Hilfiger’s ambitious sustainability mission to create fashion that "Wastes Nothing and Welcomes All", the new Broadgate Centre store was designed with expanded accessibility features - fully accommodating of wheelchair-bound consumers, with an in-store lift and extra spacious, wheelchair-accessible dressing rooms.

The brand has also seamlessly fused its online and physical retail destinations, and the store offers a click and collect service that enables consumers to order products on from the comfort of their own home to then collect on Liverpool Street.

The Broadgate Centre store showcases the AW20 Tommy Hilfiger sportwear collections for men and women, including the "Icons" capsule line and the Tommy Hilfiger tailored collection.

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Tom Bottomley
25 November 2020
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