EDGE

Retail

Workplace

Leisure & Hospitality

Designing the UK’s first retail offer dedicated solely to sustainable living.

Client:

Dobbies

Location:

Peterborough

Brief:

To shape a new departmental offer: Eco Living, the UK’s first retail offer devoted solely to eco-friendly, sustainable living.

What’s the Big Idea?

‘Dobbies Eco Living’: helping people live more sustainable, eco-friendly lives. EDGE helped build ideas for the new experience, ranging from product selection (working with a former Urban Outfitters’ buyer to identify new product items and select the most relevant items from existing stock) to creating segmented categories for product groupings (eg eco-home, garden, lifestyle) and bringing the experience to life via a sense of theatre, making customers aware that beneficial changes don’t have to be large-scale or expensive.

Return on Investment:

Dobbies are educating a generation on ethical consumerism, providing choices to the way we consume everything from natural resources to gifts for the home.

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