Conran & Partners were asked to assist in redefining and re-branding Umbro as a lifestyle sports retailer, to compete with the likes of Nike and Adidas on the high street.

The challenge was to capitalise on the quality and inventiveness of Umbro’s sports equipment and clothing products at the professional end of the range, and redefine the brand’s relevance in a wider consumer market. There was also an opportunity to build on Umbro’s positive associations with the England national football team, in a period when the rise of players and their families to celebrity status has resulted in an interest and acceptance of football ‘beyond the pitch’.

With this in mind, the flagship store has been designed using the football stadium as a narrative. The shelves are conceived as tiered ‘terraces’, made from cast uncoated GRP in a stepped arrangement. A ‘pitch’ is defined by white ‘chalk line’ clothing rails contrasting against a very dark grey ceiling.  Mannequins inhabit this retail ‘arena’ like players. The main display plinths are constructed from layered acrylic with grass embedded into each layer, and the changing rooms are formed from polycarbonate sheeting with an expanded metal net-like core.

The concept is being developed and applied by Umbro in key international markets including south-America and China .