Design brief

Parker & Hammond outlined clear objectives within their design brief – these include:

• To improve the perception of the practice to passersby
• Transform the practice, elevating the retail operation of the business
• Increase sales/profit across all areas
• Build a reputation for being at the cutting edge of optical technology

Our store design for Parker & Hammond is a great example of how retail design can deliver results for Independent Opticians. One year after their refit, Dipesh Chhatralia, Specialist Optometrist of Parker and Hammond’s shares their year on year improved sales.

• Total sales up 25%Average Sale Value up 17%

• Number of eye examinations up 13%

• Number of spectacle dispenses up 10%

• The average value of spectacle dispenses up 15%

Our Approach

Parker and Hammond’s existing space was long and narrow, with a sea of frames displayed on rods that morphed into one. Dispensing was mixed into the retail frames resulting in a difficult and uncomfortable browse for products and dispense. In addition, the flow of space wasn’t working, with clinical areas feeling out of reach and cramped. 

The design approach was to take the space back to the external walls and re-model the entire layout. By doing this a larger space was achieved – 3m depth testing rooms with the inclusion of a pre-test suite, all with perfect synergy to allow ease of patient flow.

Retail Experience Design reviewed and re-developed the entire customer journey to ensure key touch-points along the customer route, as well as product interaction. Through the configuring, 4m of additional space was created, which allowed for an uninterrupted dispense to provide patients time and space to trial their frames.

What we delivered

To align the new design with Park & Hammond’s business strategy, a complete re-working and redesign of the retail offering to enhance and promote high-end brands was achieved. The overall aesthetics further enhanced Parker and Hammond’s vision to deliver a space that put the patient at the forefront of advanced optical technology, as well as ensuring a strong focus on the retail operation of the business.

Original Store

Parker & Hammond


Parker & Hammond

Final Photo

Parker & Hammond

A few words from Parker & Hammond…

"We chose to work with Retail Experience Design as we wanted a totally bespoke service and sought after a practice that looked unique.

We wanted to create a truly welcoming environment for our patients to feel relaxed, to experience outstanding eyecare and choose the very best eyewear. Retail Experience Design listened to all of our requirements and designed an amazing retail environment that both our staff enjoy working in and a place where our patients love to shop. With guidance through materials and finishes that complimented our brand identity and the practice design, ensured everything really came together! Our shop fit was extremely challenging as we totally redesigned our retail space.  Our shop premises had changing floor levels and ceiling heights that had to contend with and both Retail Experience Design and our chosen contractor worked hard to ensure the project was designed and delivered to perfection. Retail Experience Design supported us through the contractor selection process, ensuring we received a first-class end result that we were all pleased with. We could not be happier with the end result”

– Dipesh Chhatralia, BSc (Hons) MCOptom, Specialist Optometrist, Parker & Hammond

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