Royal Doulton poised for new name and fascia

Royal Doulton is to launch a GBP 6 million store refit and name change for its 300 shops around the world. The business is rolling out the Doulton & Co fascia tested in Australia. The fascia is alread…

Royal Doulton is to launch a GBP 6 million store refit and name change for its 300 shops around the world. The business is rolling out the Doulton & Co fascia tested in Australia. The fascia is already used by Royal Doulton at its Stoke-on-Trent outlet, but the interior will be modelled on the Australian pilot. The Doulton & Co design was introduced at Chatswood Chase in Sydney in 2001. The key difference from UK stores is the brighter look, reflecting what Royal Doulton“s head of communications Liam Herbert described a “lifestyle“ image. Conversion of UK shops will begin in the autumn, starting in London with the Piccadilly store and an outlet in Harrods. As well as Royal Doulton products such as china commemoratives and figurines, the new Doulton & Co will include the company“s bridal collection.