Sterling Furniture to launch new Home concept

We're redesigning Sterling Furniture's brand identity and creating a new in-store experience.

Posted 27. 09. 2019

For a number of years, the ‘Big Box’ furniture market has been slow to address the changing expectations of the consumer – that may be about to change with the launch of the new Sterling Home concept in Uddingston this Autumn.

In May, Sterling Furniture approached Dalziel & Pow with a brief to redesign their brand identity and in-store experience at a potential new site in Uddingston, Glasgow.

The expansive scope and tight timescales have resulted in an ambitious concept launching in October 2019, addressing all areas of the customer experience – from arrival to browsing to purchase and delivery. The brand identity has been redesigned to reflect the new in-store experience, with a new store name of Sterling Home. The presentation of brands, ranges, promotions and lifestyle accessories have all been reimagined in the new space.

The redesigned store will inspire new and existing customers with dedicated zones for Beds, Interior Finishes and Lifestyle Accessories. An in-store Cafe will help keep customers in the space as they consider their purchase, or just provide a place to relax if they need a moment to themselves.

Our Creative Director, David Dalziel, commented: “We are really looking forward to seeing our work with Sterling take shape, it’s been a very ‘connected’ journey so far, with the Sterling team inspiring us to push the concept to the limits of the opportunities. This will be a benchmark for its sector, a real beacon on the retail park.”

Sterling’s Managing Director, Gordon Mearns, is also excited for the new concept launch. “Planning for a new store opening was the catalyst for our partnership with D&P, aiming to create a new environment suitable for a rapidly changing marketplace, relevant for our customers, products and services. Working with them has been great, focusing our minds while pushing the boundaries for the customer experience we will be delivering.”

The new store in Uddingston, Glasgow is due to open in October.