all over Flanders: an innovative store concept for Juntoo


With thirteen stores in total, it was time for Juntoo – then called Overstock Home – to renew its look, retail experience and sales strategy. The Beliving group – known for Exterioo (formerly Overstock Garden), Juntoo and X²O Bathrooms – asked King George to come up with a new sophisticated store formula. After a strategic analysis, King George designed the new 1,500 m² flagship store in Schoten that will be rolled out nationwide.

Juntoo was entering a major (r)evolution. The store concept was in stark contrast to the collections and service offered. Therefore, Juntoo thoroughly tackled the collections, gave them a tighter look and King George developed a new retail strategy.

The biggest challenges for King George were integrating the amount of sofas, tables and chairs in an aesthetically pleasing way into a 1,500-square-meter store concept, devising a modular concept to easily transform the store, as well as running the store with minimal occupancy at calmer times. “We literally wanted to get rid of pigeonholing,” says King George creative director Nicolas Block. “So no more boxes with interiors, but a contemporary and clear store concept that still retains the flexibility to easily change the collections through modular walls.”

No more boxes with interiors, but a contemporary and convenient store concept

Flexible walls: the fast lane 

The old store concept was completely discarded and flexible walls made their appearance. “The new concept, as with most things, still shows living and dining room settings, but in a new hybrid way,” Nicolas explains. “Between the walls you can switch quickly according to trends and collections. So for example, if tomorrow it turns out that the current collection is not working in a particular store, or Juntoo wants to highlight a popular product, they are not tied to the setting created. In one day’s time, a whole new setting can be provided.”

Customizable to the last detail

The checkout module was placed centrally so that the sales team could easily keep the overview and also immediately show the assortment to the customer. “The challenge was to show the wide assortment to the retailer in an inspiring way,” Nicolas continues. “We therefore chose sample boxes and a sample wall, because in this store concept everything can be personalized.”

Juntoo’s collections are mainly in stylish black, greige and classy brown. The entire new store concept was also adapted to those main tones so that the totality looks high-quality, but with a very strong price setting.

The innovative store concept was implemented in a record pace of three months by the retail team at Juntoo and King George. “The intention is to further roll out the concept throughout Flanders,” Nicolas concludes.