The National Gallery
Comment from the National Gallery London following the successful completion of the East Wing Project,
“It was indeed a pleasure to work with you and we will definitely keep you in mind for any further projects”
Mark Middleton – Head of Retail.
CIL merchandising units boost sales. Triumph Motorcycles is celebrating the success of its bespoke merchandising units produced by CIL to give its branded clothing range a more dynamic presence.
The units have proved to be highly successful both for Triumph and its dealers themselves, directly communicating Triumph’s engineered aesthetic and streamlined style to consumers and helping to sell merchandise right across the board, not just to riders of Triumph bikes.
Over 400 of the units are already located in retail outlets across nine different countries and several continents.
The units are also beginning to garner retail industry plaudits, having won the Gold Award in the Automotive section at The British PoP Awards, beating MG Rover and Castrol to the award.
The judges were impressed by “the high visual impact of the stand. Its sturdy construction allows it to display a broad selection of heavy protective clothing whilst communicating the brand image in a flexible way.”
The Triumph unit also received the Silver Award in the Fashion and Accessories category, missing out on the gold to French Connection. The judges said: “A relatively short time ago, the idea that Triumph and the word fashion could be linked would have surprised a lot of people. Not so now. As harassed commuters increasingly take to two wheels they can dress well too, and this unit shows them how.”
The units need to perform an environment where retail space is limited and efficient use of wall space is required. The footprint of the stand compared to the value of stock held is considerable. Dealers have reported considerable retail sales increases; on average up 50 per cent on the previous year.
The inspiration behind the final design of the unit came from an unusual source – the triangular ladders used by window cleaners, where 85 per cent of the weight of the ladder is transferred to the floor and only 15 per cent the vertical surface.
The new units similarly have only three points of contact with retailer’s walls’ two floor pads set away from the wall and a single pad leaning against the wall and no permanent fixtures to the wall or floor. The perimeter units are complemented with free-standing gondola units in the same style.
Ian O’Reilly of Triumph Motorcycles said: “Triumph is delighted to receive the recognition, along with CIL International, following the Gold and Silver POPAI Awards. The units have enabled us to enhance and develop the position of the clothing range and develop the sales within our worldwide dealer network.
“The units work very well in both a functional and aesthetic way, giving the products a strong brand identity in-store, while allowing dealers and customers to benefit from a professional retail system. Our thanks also go to CIL who helped to develop this retail
Canterbury of New Zealand UK store
CIL chosen to merchandise rugby brand offer October 22 Canterbury of New Zealand, the world’s largest rugby brand, has now opened a UK store, choosing CIL Cilplan as its merchandising system.
Following the success of outlets in Australia and New Zealand, Canterbury has opened the first UK store in Edinburgh’s Rose Street. Cilplan, finished in matt chrome, has been fitted throughout the new store.
Richard Ferguson, managing director of CILs UK suppliers SCONZ, said: “We decided to use Cilplan, because of the success we have had with it in other stores. The system is flexible, attractive and lets the merchandise stand out well. It is also good value and of great quality and as such we will be using Cilplan in any future projects.”
BDG McColl in Edinburgh designed the store with a linear split shop floor using a carpet and timber effect vinyl, with cream walls incorporating panels of maple veneers, both with the Cilplan 10 track. The ceiling has suspended rafts, which incorporate the Canterbury identity, and two full length light-boxes allow for back lit Canterbury images. CIL also supplied free-standing floor units which have been used in the design and finished in natural maple wood.
Canterbury Buyer Roz Adamson said: “We really enjoy using Cilplan within our Canterbury of New Zealand stores, as it is easy to use and rotating stock couldn’t be simpler, allowing us to constantly create a fresh look each season.”
A CIL director said: “This is certainly a first for CIL: we have always been recognised as a global force in retail merchandising but to supply two shops from the same company 11,500 miles apart really illustrates the appeal of our products.”