Press Release
Build-A-Bear Workshop Unveils New Store Design at Flagship Mall of America® Store in Next Phase of Brand Refresh
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Part of a company-wide brand refresh, the reformatted store,
located on the first level in the north wing, officially re-opened its
doors this morning after a multi-month renovation. The ribbon-cutting
ceremony featured special guests from Parents in
“At Build-A-Bear, our mission is to add a little more heart to
life, and this new store design makes our unique, make-your-own
furry friend experience even more engaging,” said
The
- Sophisticated new logo, store set-up and color palette
- Updated storefront, featuring Build-A-Bear’s distinctive signature teddy bear silhouette
- Bigger than ever (seven-feet tall!) Build-A-Bear stuffer prominently placed in the store’s center
- New “Inspiration Wall” displaying different trends and fashions tied to pop culture, giving guests creative ideas for making each furry friend their own
The
Joining John at the opening ceremonies were several architects of the
new strategic approach, Build-A-Bear executives
Build-A-Bear Brand Refresh Strategy
When
The new store design is one of many elements John and her executive team have incorporated into Build-A-Bear’s brand refresh strategy, which was developed after reviewing key data points and business metrics, as well as gathering consumer feedback regarding the company’s brand experience both inside and outside of the store.
Specifically, Build-A-Bear has:
- Refreshed all key brand elements including a new logo for both the company and its stores
- Moved toward an enterprise-selling solution with the launch of an updated, mobile-optimized website designed with millennial moms in mind
- Extended the brand’s “play beyond the plush” with entertainment offerings such as the Bearville Alive YouTube channel, which features original video content and the launch of mobile apps tied to complementary products
- Restructured the company’s product and marketing functions to consistently and simultaneously focus on key segments including younger girls, older girls, boys and gifting and affinity consumers
The updates are being rolled out ahead of Build-A-Bear’s 20th anniversary in 2017.
“As we look forward to celebrating two decades in business, we have begun to reinvent the company in a number of ways, all with a consumer-centric, brand-building and data-driven approach,” said John. “It’s especially exciting to see our brand become ‘multi-generational,’ as parents who first engaged with Build-A-Bear when they were children are now bringing their own children to share in the experience.”
For more Build-A-Bear news, visit the Build-A-Bear newsroom.
TWEET IT: .@BuildABear unveils new store design at @MallOfAmerica as part of brand refresh strategy. http://bit.ly/1NSnfpl
About Build-A-Bear
Founded in
View source version on businesswire.com: http://www.businesswire.com/news/home/20150901006548/en/
Source:
Ketchum for Build-A-Bear
Kristin Copeland, 404-879-9248
Kristin.copeland@ketchum.com