California footwear brand TOMS launched its first London store, well balanced in brand and commercial needs. We assess the store and its specific features.

Brand store concepts are as old as electric cash registers. Whenever store technologies evolve, store processes and consumer experiences change ­and marketing hype is created for a new generation of ‘future store’. Possibly the first store that deserves the label is a hypermarket launched by Metro Group Germany in Rheinberg. The store was piloting a number of advanced technologies such as self checkout and RFID. (more…)