Contour Direct select Applelec's I-Sign frames for Bathstore refurbishment
Applelec’s I-Sign Flex display frames were selected by Contour Direct as part of the refurbishment of ten boutique stores for high-street bathroom retailer, Bathstore.
A total of 1300 frames were initially used in a roll-out during July and August 2014 for the Islington, Reading, Walton-on-Thames, Stains, Kingston, Richmond and Cardiff branches. The frames have been so well received by Bathstore that a further 300 frames have now been ordered for the brand’s flagship Baker Street store along with the Chelsea and Harrogate branches which all feature the uplifted store look.
Prior to the redesign of the boutique branches, a simple folded acrylic frame had been used to display graphics with these frames still employed throughout the brand’s other 162 stores. Contour Direct were keen to identify a more stylish framing system for the redesigned branches that could accommodate the same printed graphics used in Bathstore’s acrylic display frames.
Dick L’estrange of Contour Direct said: ‘A number of snap frames were considered for Bathstore but were all found to conceal too much of the graphic’s edges, which are printed in standardised dimensions across the 172 branches. Applelec’s I-Sign range is virtually frameless which eliminated this issue whilst providing a much cleaner and smarter frame design to most snap frames.’
I-Sign frames chosen for the retailer include those in A4 and A5 dimensions along with the narrow 210mm x 90mm size frame. Each frame opens with a patented spring mechanism that’s cleverly concealed within the structure of the unit which means Bathstore graphics can be updated easily.