Crussh, the London-based healthy eating concept, has unveiled its new concept site, the first opening under its new chief executive Shane Kavanagh and management team, which it says will be conducive to longer dwell times.
As revealed by MCA in September, the Hattington Investment Partners-backed, 27-strong group, which currently turns over £15m, has invested c£350,000 on the new concept store in New Street Square, behind Chancery Lane in the City of London, compete with new brand identity.
Kavanagh told MCA that the group’s Canary Wharf store will also undergo a refit and that there are “significant opportunities” to grow in London for the brand.
The company said that the new 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”.
Kavanagh said: “We are really excited about our new store, and we think it is a really welcoming space that captures the essence of what Crussh is about. 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. The illuminated ‘Raw Juice’ and ‘Fit Food’ signage help to convey the message of health and vitality that lies at the core of Crussh.
“This store is how our new Crussh stores will look - it’s a design that is completely fresh and we think it’s unique in the marketplace. We hope our customers will enjoy the full menu that we offer in this new store.”
The new store design was a collaborative project between Studio Fox, the interior design company appointed for the project, and members of the Crussh management team, who added their experience, ideas and insight.
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.
Currently, much of its portfolio is in City locations operating five days a week, but Kavanagh believes the brand, which is already proven in formats ranging from 300 to 2,000sq ft (weekly turnover ranges from £8,000 to £40,000), could fly in seven days a week West End locations.
He is confident Crussh would also work well nationally, which is something he plans to test next year.
