Retail Marketing - Shopping Center Marketing

Soldier Design, an award-winning Cambridge-based branding and design firm, announced today that it has completed new branding and design for the prestigious stores The Tannery and Concepts, recently opened on 39 and 37 Brattle Street , respectively, in Boston’s diverse and bustling Harvard Square. The firm assisted with identity development and store branding, site selection, product design and product programming that includes a broadcast studio, eco-friendly fireplace and members-only, VIP lounge in Concepts and a modern yet residential aesthetic to The Tannery.

The new redesign has resulted in increased interest from luxury brands, greater attention from customers, and an increase in overall revenue of 50 percent for The Tannery and Concepts.

“We had a vision of growing sales several times over at both stores in the next five years while carrying the hottest lines, but our former location was holding us back,” said Tarek Hassan, owner of The Tannery and Concepts, considered one of 50 most influential people in the footwear industry (Footwear News). “We relied on Soldier Design’s help on everything from the strategic development of the brands and graphic identity, the architectural design and product display fixtures all the way down to the merchandising of the stores. We wanted the stores to be ‘an experience,’ and they completely delivered on the journey of the customer. The end result has been amazing, resulting in a richer experience for customers, an increase in higher-margin merchandise sales, and in Concepts opening an account with VisVim, as one of two retailers in the country to be awarded the rights to sell the prestigious Japanese brand.”

Founded 35 years ago by the Hassan family, The Tannery began in a small basement-level store at 11A Brattle Street; Concepts later emerged in 1996 as a boutique retailer within the Tannery.
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