Vertu retail concept

The first Vertu boutique was opened at Rue Royale, Paris in 2002. In addition, the products were made available in some of the world’s leading department stores such as Selfridges, Harrods, Galeries Lafayette and Lane Crawford . Other boutiques were opened in key locations around the world in the years that followed, including Bond Street, London, Via Montenapoleone, Milan, and Orchard Road, Singapore. The company’s retail reach has since dramatically increased, particularly in the last five years. As at February 2011, Vertu’s products could be purchased in more than 600 stores in 66 countries worldwide, including more than 80 Vertu boutiques.

The Baselworld trade show in 2010 saw the unveiling of a new global store design concept which has since been rolled out across the world. The new interior design draws much greater inspiration from the product range. When arriving at a store, the façade features an interpretation of a design element of the SIM card drawer in the Signature handset, a motif that is also incorporated in the inside of the store. The in-store counters are fashioned from brushed steel and soft black leather, both materials used extensively across the Vertu product range. Moreover, the Vertu V has been integrated into the shape of the legs, door handles to create a synergy between the products and their visual presentation. To complement existing Vertu store concepts instead of contrasting with them, warm grey and silver tones have been utilised.

The same attention to detail in product design and craftsmanship can be seen elsewhere in the new store design. The lighting for the display cabinets and window displays, for example, has been consultant designed to produce an effect that is much like natural daylight; this allows the consumer to see a more true representation of the product.

An introduction to the Vertu brand, services and products is provided by a new electronic brand book, the pages of which are projected onto a wall for viewing. The book provides an insight into the culture and values of Vertu as well as the product portfolio, should the customer prefer not to be guided by a sales consultant.

As commented by Perry Oosting, President of Vertu, “Vertu aims to enhance and enrich customers’ lives through the services and products we offer. This enrichment will now further extend to the experience in our stores with a focused, tailored approach to customer interaction.”