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Acclaim for China home retail concept

A new retail brand designed to engage with Chinese undertaking home renovation has won international acclaim.

Global retail design and brand consultancy Fitch’s Singapore office created Vivid Homes for home improvement retailer B&Q China. The team created the brand identity, a flagship retail store in Shanghai, an online presence, staffing training and eve uniforms

The goal was to develop a retail concept and a brand which “reinvents how people renovate their homes” at the same time as building trust and raising the bar for standards of retail engagement, service and renovation solutions.

China’s home renovation market is large but fragmented and B&Q has only a small market share. B&Q China has operated in China for 11 years, with Do-It-Yourself stores in 27 cities. The business objectives were to improve the customer experience, increase the number of renovation projects and raise the average renovation project value, thereby capturing a larger share of the overall market.

Fitch says Vivid Homes is a retail model that “unlocks the true business potential of the market for B&Q in China”.

Fitch looked holistically at the future of home improvement and developed the new brand. The result won Fitch a Gold Award from US-based The Hub Prize, which promotes innovation and excellence in customer-engaging design around the world.

It also received a Successful Design Award from China, which seeks to honour top international designers and enterprises for the brand designs that are most successful in the Chinese market and have a positive impact in consumers’ lives.

Beyond the Vivid retail experience, customers can track the progress of their renovation and share their new home décor experience with their family and friends.

“Vivid helps people in China to love where they live.”

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Danny Lye, Fitch Singapore GM, said Fitch and Vivid Homes delivered “a customer-centric, seamless retail design that impacts the lives of Chinese customers and helps them to build better and safer homes to live in. It has been a privilege and joy to work with Vivid Homes who are both courageous and bold in making it happen.”

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