True Story partners Topps Tiles to unveil fresh new store concept, Boutique

Creative agency True Story, has helped Topps Tiles unveil its new high street store concept

Online PR News – 23-January-2014 – Nottingham, Notts – True Story, the creative agency for retailers and brands, has been the lead-agency partner on a project with tile specialist Topps Tiles, helping create new high street store concept, Boutique, the first of which recently opened in Walton on Thames.

True Story ( was engaged by Topps after a three-way pitch, with a core team of four from the 80-strong agency working on the project, which will initially see three trial stores open in the first quarter of 2014. True Story’s brief was all-encompassing: From the branding and its positioning in relation to the master brand and initial store designs, through to in-store communications, in-store customer journey and final implementation of the shop-fit.

Best-known for their large edge-of-town store formats, this new Topps Tiles store model aims to bring an edited product range to the high street, in an aspirational shopping environment and with an enhanced customer service model. Importantly, the range will include large format tiles, which until now haven’t been readily available on the high street.

The Boutique concept ( ) revolves around the customer proposition of practical inspiration combined with expert know-how. The store journey is centred around a large consultation table where customers can access specialist design advice from trained teams. Individual samples can be bought to help visualise designs and patterns at home, with a convenient ‘hub and spoke’ supply model being utilised between any of Topps’ 328 large store locations across the UK and Boutique purchases.

True Story Client Director Joanne Arafat said: “The team at Topps had a great vision for these new stores and a determination to deliver them at pace. We’re delighted they chose to work with True Story on the project and are excited with what we have landed on their behalf.”

The project has been a great example of agency collaboration. The lead agency, True Story commissioned JE+1, Axiom-Displays and JDW Shop-fitters, with all four partners working seamlessly with the client to provide a 360 degree approach.

Topps Tiles Commercial Director Brian Linnington said: “Our new format Boutique stores are a major step forward as we bring our amazing range of tiles to many more convenient locations across the UK. The store concept we have developed with True Story showcases the best of our extensive range in a stylish environment. At Topps we aim to inspire our customers and every aspect of the store helps customers see what is possible so they can make the most of their home improvement project. The new format launch has been a great success with the first store ready to open ahead of plan.”

Two further Topps Tiles Boutique concept stores will follow, each testing slightly revised store footprints and customer journeys: Clapham will open on 31st January 2014 with another store following at a later date.

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Carrie Eames, Marketing & PR Director, True Story
0115 965 1175 / 0771 5709982