Interview: Richard Peck, managing director, Luxottica retail UK

‘David Clulow is about service quality and fashion and we have always tried to build stores that give that feel to attract people that want to buy those things,’ says Richard Peck, MD of Luxottica Retail UK.

That ethos can certainly be seen in its Wigmore Street refit which sees a smart new look coupled to new signage and a nod to the marque’s heritage in the capital. ‘This is a really special store for us,’ says Peck, ‘as it has its roots in the original Earl’s Court store 25 years ago.’

The new concept started its roll out in Cheltenham in September and is all about evolution and matching the store to its surroundings and customers, he says. It is about keeping up to date not replicating an idealised store blueprint. Different things work in different places and new approaches, such as the digital media screens, are all about providing flexibility in the way the store talks to consumers, says Peck. ‘It’s designed to be comfortable and have a feeling of luxury. We did a lot of research and we had a re-brand too. We should always be changing,’