Applelec’s I-Sign frames selected by Contour Direct

A total of 1,300 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 new store look.

Prior to the redesign of the ten boutique branches, a simple folded acrylic frame had been used to display graphics and these frames are 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 portrait and landscape 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 frame to ensure Bathstore graphics can be updated easily. With an anti-reflective acrylic cover and tamper-proof lock, the frames are constructed in silver anodised aluminium with a 9mm profile to deliver a uniform display system.

Sam Armstrong, Applelec sales director, said: ‘We’re delighted that our I-Sign frames have been such a success at Bathstore. The frames really compliment the redesign of the boutique stores and ensure offers and product information is displayed in way which is both neat and stylish.’

Bathstore is reported to be delivering strong sales uplifts following the launch of the new store format which features more set rooms to provide customer inspiration whilst highlighting the fitting service offered by the retailer.