Ice-Watch launches first UK shop-in-shop area

By Craig Heatly

Ice-Watch has launched its first ever shop-in-shop area, unveiled at Inspired by Brufords recently launched fashion watch shop in Eastbourne.

This is the first time Ice-Watch has created a shop-in-shop feature, and will now be able to offer retailers display cabinets that can be customised to fit in any store.


Ashley Pugh, managing director at Inspired by Brufords, said: “The Ice-Watch shop in shop looks extremely impressive and I am sure that it has contributed significantly to the flying start sales of the brand have had in our store."

The brand’s UK distributor Peers Hardy has expressed its excitement about the recent project, something it says will help ensure its wathc brands are represented as best as possible among watch retailers.

Peers Hardy general sales manager Stuart Kenrick commented: “Our new relationship with the Houlden Group and Inpsired by Brufords is indicative of our determination to ensure that our brands are represented in the correct way by enthusiastic and established retailers who understand the market and the leading brands within it.”

Ice-Watch plans to continue its UK expansion in the coming year, and is set to launch 50 similar shop-in-shop spaces in independent retailers across the country, as well as in major shopping centres.



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