River Island is debuting its newest store concept at Centre:mk shopping centre in Milton Keynes.

The 12,800 sq ft store, which spans over two floors, sees a transformation designed to “deliver a more elevated, engaging and customer-centric shopping experience”. 

The new store concept features an enhanced exterior, which is designed to “attract and engage” shoppers.

Internally, it houses the retailer’s new “river-runway” installation, which consists of an immersive visual feature that exhibits runway-inspired looks and the latest trends. 

Additionally, a new denim department features an expanded selection of silhouettes and washes. 

The new Centre:mk store includes “modernised, spacious fitting rooms for a premium experience”. 

A “thoughtfully designed layout” and debut technology also aims to further enhance the customer journey “for a quick and convenient trip”.

The technology includes weight-sensing self-service checkouts which use radio frequency identification technology, and WW smart fitting rooms, where guests can request alternative sizes and products without leaving the fitting room cubicle. 

The new store concept is set to be rolled out across the fashion brand. 

River Island retail director Mel Aucott said: “Debuting our new store concept to Centre:mk represents an important step change in River Island’s bricks-and-mortar presence. 

“The top 10 prime regional destination offers a wealth of quality fashion retailers, a highly engaged and loyal customer base and clear ambition to deliver quality experiences, all of which perfectly mirror River Island’s approach and new store concept. 

“We are excited to reveal our enhanced store offering to our customers and look forward to expanding this vision further.”

Centre:mk centre director Kevin Duffy added: “The debut of River Island’s new concept store at Centre:mk brings something fresh to the destination’s existing quality line up of fashion retailers. 

“Our wide catchment values quality concepts, and we’re delighted that centre:mk can be the first to bring this new concept to market. 

“It really affirms the scheme’s position as a best-in-retail destination”

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