It was time for something new, thought Juntoo, back when it was still called Overstock Home. The furniture brand underwent a transformation in its offerings, transitioning from a pure stock sale to sleeker and more contemporary furniture collections. Consequently, the retail formula needed a thorough makeover. After a strategic analysis, King George designed the new 1,500 m2 flagship store in Schoten, which serves as a blueprint for other locations. The result is a hybrid retail system that emphasizes flexible walls and personalization.