Crussh unveils new identity and store concept

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Crussh, the London-based healthy food and juice brand, is looking to double the size of its 28-strong estate after unveiling a new identity and store concept. The new site in New Street Square, just off New Fetter Lane, is the first opening under the company’s new Chief Executive Shane Kavanagh and his management team.

Kavanagh, who joined Crussh from Benugo in April, told Propel he felt the brand needed a new look to “reflect where Crussh was”. He said: “I think we’ve been a bit slow to change over the past couple of years. There’s been a big focus on the people and the product but the design has been neglected a little bit. If you went into a Crussh store and closed your eyes and opened them again you wouldn’t necessarily know you were in a juice bar. The new concept captures what we are all about. We’ll obviously tweak it where we need to but this will be the design we use going forward.”

The contemporary design highlights its use of fresh fruit and vegetables, with generous displays of produce in racks that sit above an open plan kitchen and juicing area. The store features three different seating areas, all with power points and USB chargers to promote flexible working. The whole design has been created to improve the customer experience at peak trading times. Kavanagh said the company would look to refurbish its existing sites – starting with its busiest in Canary Wharf, which will be carried out at Christmas. He added it was looking to acquire further sites and was looking to double its estate during the next three years, with its initial focus remaining on London before looking to the regions. Kavanagh said “There is still a big opportunity for us in London, particularly the West End, shopping centres and partnership opportunities, and that will be our focus in the next year or so. Then I think we will look to head outside the capital. I think what we have would work well really well in places such as Brighton and St Albans.”
Kavanagh added that the company has a strong pipeline and would open its third site with health and wellbeing service the Light Centre in Monument. He said “The opportunity is big but we will take it one site at a time. We’ve got the new Light Centre opening and one other we’re hoping to confirm in the first half of 2017, plus a couple of refurbishments. We’re looking to simplify how we operate and make our offer healthier, easier and tastier for our customers to access and enjoy. Our core brand values are echoed in so much of the design and it’s a great reflection of how we feel about what we do.” (Source: Propel Newsletter, 8th December 2016).  
Locate Retail represented Crussh in the acquisition of the New Fetter Lane premises.