J.Jill launching new store design

Quincy, Mass. -- J.Jill is debuting a new store prototype in four locations across the country: Short Hills, N.J.; Huntington Station, N.Y.; King of Prussia, Pa.; and San Diego, Calif.

“The new approach to store design is based on our understanding of what is important to our customers,” said Paula Bennett, CEO and president, J.Jill. “We want to delight her with our beautiful, versatile collections and inspire her confidence with our guiding service. The new stores offer her a very warm welcome."

Designed by New York-based Kramer Design Group, the new store concept draws influence from the notion of "uncomplicate" – the brand platform that J.Jill launched earlier this year. The concept is designed to thoughtfully guides a women's shopping experience in a modern, easy to navigate, beautifully designed retail space.

“Spot lit lifestyle displays down the center, flanked by individual shops, give the customer a uniquely effortless shopping experience," said Robin Kramer, president of Kramer Design Group. "By dramatically expanding the dressing rooms and using a palate of soft grays, winter whites and warm woods throughout the store, our goal was to make shoppers feel relaxed, inspired and engaged."

The company's goal is "to learn how the new stores, based on the brand promise of "uncomplicated," impact the shopping and customer experience and to build on the feedback to guide future expansion," added Chris Gayton, senior director, brand marketing, J.Jill.