Toronto-based beauty retailer DECIEM has debuted a community-orientated store concept in the brand’s first-ever store location which opened in Toronto in 2016.
Located at 881 Queen Street West, the 808 square foot store saw six weeks of construction with a full redesign to create the concept store.
“Queen Street was the first ever home of a DECIEM store in the World, which is why It will always remain one of our most special locations,” shared CEO Nicola Kilner. “We are incredibly excited to launch our new ‘home’ store concept, operating with the purpose to facilitate human connections.”
The new design is a complete shift from the current iteration of DECIEM, with features that compliment the future plans of the brand.
“Our local team will host community brand partnerships and Abnormal experiences. Our first this weekend is with Breadhead Bakery, some of the tastiest donuts in the neighbourhood by founder and renowned Canadian baker and pastry chef Lucy Kirby. We look forward to welcoming our audience back.”
Retail Insider was able to walk through the updated store with Sydney Petrovic, Brand Experience Manager for DECIEM | THE ABNORMAL BEAUTY COMPANY on October 25th, the day that the concept was opened to the public.
“When we were conceptualizing this space, we had to ask ourselves ‘what was the future of retail for DECIEM,” said Petrovic. “What does that look like and how should that feel? How do we want customers to experience our stores and rather than going for investment in technology, we wanted to reach back to our roots.”
This is evident through the space, which has a number of distinct sections.
“The ‘Good’ wall is the first thing that customers will encounter when they walk into the store. This fixture was designed with the goal of sharing all the good that the brand is doing internally and in the community.”
In addition to the photos and slogans, the wall also includes a community section which allows for staff to share local brands and businesses that make an impact in the surrounding area.
What really connects DECIEM to the market is that we call ourselves a “family” and we are very community orientated. This is why this concept is called the “Home Store”, and the focus of this store is to integrate into the local neighbourhood.
There is an event activation space, which will be available for local businesses to operate on location as a pop-up style experience. Brands can reach out to email@example.com or can reach out via instagram stories.
The new concept takes shape in the design of the sales floor.
“Everything has been changed and updated. It was a complete overhaul. Before, we had rolling racks with utilitarian style. The new design is completely custom and has a different look.”
“We know that our products are popular, so we’ve added QR codes directly onto the store displays. This allows for customers to experience DECIEM in an omni-channel experience, as they can scan codes and link directly to the online stock for purchase.”
In addition to a new POS and high-tech cash experience, the checkout area also features a “family” wall – another feature of the store concept.
A trademark of a DECIEM store is the unique quote that is displayed on the back wall. The “Beauty is Being Human” mural design for 881 Queen West was original to the location and received attention from the design team.
The brand integrated recent product launches into the ‘Home Store’ design, which included concealers.
“All of our staff are trained on the product line, and we do employ a number of individuals who have makeup artist backgrounds who take a special interest in the foundation matching. We also have a 365 day return policy, so you can always go home and test it out and if it’s not the right fit, you can always return it.”
The modular shelving walls are a highlight to the store, which was received well by the operations team and in-store staff. The classic design of off-white shelving units are limited – so the new merchandising opportunities are endless.
With the construction taking six weeks, the team took advantage of the time to also refresh the back-of-house areas. The stock room was updated and employee break area received a full redesign.
The final concept was constructed for future decisions, including window animation displays and functional event decor.
A new sandwich board was designed and will be launched across the chain, with the goal to provide an element of consistency while also giving the store teams the opportunity to share store events. The board itself is magnetic and has a black overcoat with sunken letters that illuminate the florescent pink sign.
DECIEM has click & collect in store, which allows for customers to order online and pick-up in store for items that are available.
“It’s very exciting to think about the opportunities to bring this concept into the chain and although we can’t share details right now, we are excited to incorporate the ‘home’ design into new and existing locations,” shared Petrovic. “Sourcing for these locations brings the community front and centre. When you think about Queen West and Trinity, the neighbourhood feeling describes this store perfectly.”
The DECIEM store was designed for a post-pandemic environment. There are processes in place currently that the team has implemented for pandemic regulations regarding safety and high-touch products and will adapt with the municipal guidelines when required.
Toronto-based DWSV Realty negotiated several DECIEM store leases in Toronto under the direction of David Wedemire, Stan Vyriotes and Vanessa Lynch.
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