sofas, a walnut tea table and plenty of green plants.
These design elements - usually seen in galleries or coffee shops - have inspired Esprit to create its new-generation "Lighthouse" outlets.
As part of its transformation plan, the casual wear brand has decided to replace its glossy red-and-white stores dating from the 1990s with a more natural and relaxing environment in the hope of attracting customers who have fallen for the modern looks of its rivals Zara and H&M.
Advertisement
On Breite Street in Cologne, the brand's first Lighthouse store has been in operation since November last year.
The 800 square metre Esprit store is next door to H&M and just across the street from a Zara outlet.
Advertisement
Esprit sells a pair of jeans for €59 (HK$586), 10 to 15 per cent higher than a similar product in the other two stores.
