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Citi Card Private Pass copy Code. Chase Card copy Code. American Express copy Code. See an error? Terminal 5 New York, NY. Ridgefield Playhouse Ridgefield, CT. Supergroup has 33 Cult stores and this number will hit 40 before the end of the year.
A success story then, and one that proves if the formula is right, then even in tough times there is money to be made. Cult demonstrates that if location and store design are appropriate, then footfall will follow, even in the chilliest of economic climates. Cult Clothing is about urban clothing and goes head to head with the likes of Bench. Walk into the Cardiff flagship and your attention is likely to be grabbed by T-shirts, sweatshirts, jeans or perhaps the indie band-looking womenswear on the far left.
Prices are remarkably consistent and the differential between entry level and top price is narrow. But this is the exception.
At the front of the shop, the circular stage-like area, lit by pendant bulbs contained within what look like old-fashioned preserving jars, gives immediate impact with its mannequins posed at different heights and on differently sized wooden tables.
But it is the little visual merchandising details that make this store. Given these two strictures, Dunkerton should be feeling pretty happy with the efforts. What marks this store out from many of its competitors is the sheer width of materials that have been deployed.
The ever-present danger of an overlarge interior is avoided by breaking up the space with floor-to-ceiling free-standing walls, covered in dark wood, bleached wood, brick or galvanised metal, depending on where you look. And then there are the outsize Superdry logos, suspended at the back of the shop and guiding shoppers towards the large bank of fitting rooms. One of the more difficult things to do in a large footprint fashion store where much of the stock is tabled, is to keep things looking shipshape.
No such fear in Cult, where everything may be appropriately displayed, but the staff actually look pleased that you are giving the stock the once over. Turn your back for a moment and things are back the way they were. Smiling faces at the tills too, which were ticking over nicely on the day that Drapers visited. The reassuring thing about Cult is that it may target teenage and something shoppers, but a fair percentage of those in the Cardiff store had celebrated their 40th birthday some years back.
The prices are such that you are going to browse quite carefully, but with the great selection it would be quite hard to spend any time in the shop and not find something you might like. It may have many competitors, but Cult outshines them all.
That this store is performing as well as it is should come as no surprise to any visitors. Creating a gritty urban store environment within the confines of a bright, airy shopping centre is always a matter of walking a fine line.
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