FSP Retail Blog

Clas Ohlson - Watford Store Opening

I’ll be honest with you, when I joked that I could take Technical Director Ken Gunn’s place at the Clas Ohlson store opening in Watford, I didn’t actually think that might happen. Ken has worked closely with Clas Ohlson on their UK expansion strategy, and as such attends as many store openings as possible. Today, however, he was required elsewhere, so along I went to see what all the fuss was about…and here is my first official FSP store review! Enjoy!

The Watford store is the 5th in the UK for the Swedish household accessories/ electricals/DIY retailer Clas Ohlson, and its 116th worldwide. It is located in a former Zavvi store in the Harlequin Shopping Centre – the main shopping destination in the town – and presents a slightly different layout to its other UK locations, which fill vacant Woolworths units and as such have a larger, more open feel than this one. That’s not to be taken as a negative, though; many of you will remember the multi-level layout that most Virgin Megastores – and therefore Zavvi stores - used to have. I think it’s fair to say this format typically utilised larger first/second floor selling areas and mezzanines to create a more accessible, less overwhelming trading space, which works well in shopping centres and for Clas. Had the former Woolworths store on Watford High Street been available of course, perhaps Clas would’ve stuck with the formulae – as it is, Watford Borough Council bought the store in June of this year in relation to the redevelopment of Charter Place, which is adjacent to the old store. The result of this deviation from the norm makes for an interesting visit…

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The ground floor level of the store was reserved primarily for seasonal products – both gifts and decorations – with the majority of stock located upstairs in the large first and mezzanine levels, accessible via stairs, lifts and escalators. A clear store layout with ample signage means that particular products are easily located, though the beauty of the store is the opportunity it provides to get lost! Think Ikea marketplace, only tidier with better merchandising and no feeling that you must follow the crowd around a pre-determined route! And probably with less arguments, since there truly is something for everyone at Clas; if we’re going to be stereotypical, there’s homewares for the girls, hardware for the boys and multimedia for the kids. Enough to keep you happy for a good few hours. It was multimedia that drew the crowds this morning, with a particular offer on a portable DVD player the main attraction. Apparently there were 400+ hopefuls queuing around the organised barriers system waiting to get in when the store opened to the public to a great fanfare (literally. There was horn blowing) and those of us already in the store made sure to make scarce once the hordes began pouring in!

A special mention also has to be given to the style of opening ceremony that Clas Ohlson adhere to. The traditional Swedish ribbon cutting ceremony itself provides great entertainment for guests, but the best part about the whole thing is the honours that are dished out and the passion with which the management speak. I know most feel obliged to attend such things, but both Klas Balkow (CEO) and Mark Gregory (UK Managing Director) conveyed a genuine sense of achievement and thanks during their speeches, and it was great to see individual members of staff mentioned by both. It must provide a great sense of inclusion to those involved in the projects, and that in turn is great motivation for the staff – the importance of which is lost on many retailers of today. And of course, showmanship and hype for the customers is never a bad thing.

So in short, I like Clas Ohlson – and not just because I have to! It has a warm, welcoming feel – important for a girl in a DIY shop (and a stark contrast to my visits to Robert Dyas), the pricing is just right and the wide variety of merchandise actually isn’t a negative as it can be for some. Hopefully the UK will welcome this unique concept with open arms, and some sense of variety can be injected back into the high street.

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thanks for sharing

addy - 24 December 2009 15:30

I recently came accross your blog and have been reading along. I thought I would leave my first comment. I dont know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

Anon - 14 January 2010 10:02

Thanks for the nice article.

Ann - 28 January 2010 15:12

It's a very interesting point of view and items that I would like to know more as the interpersonal attitude is something that is not given much information.

Nike - 11 March 2010 08:34

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