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GMG Sun & Sand Sports

New Retail Concept

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GMG approached us to re-design one of their biggest retail brands, Sun & Sand Sports. The existing store environment lacked impact and had a fragmented customer journey. With an extensive range of sports footwear, apparel, and equipment available we really wanted to elevate the in-store experience to drive not only existing sports-focussed customers, but also appeal to a wider audience seeking sports lifestyle products.


We delivered a new store concept streamlining the store build, considering materiality and sustainability. The retail sales space was reduced by 10% to introduce an improved customer journey which includes hero attract moments, service, and key experiences throughout the departments. To support seasonal variances across the year the store concept is fully flexible and agile enough to react to changes in the range of products in-store. 


A celebration of the S&SS multi-brand offer whilst showcasing the key partner brands and influencers as part of the S&SS community. The bespoke store kit of parts was designed with efficiency in mind whilst also focussing on improved in-store experiences, digital executions, and service points. The stores open and trading in Asia are all exceeding sales targets, and customer feedback is very positive.