Accessorize, owned by Monsoon, has signed up supermodel Sophie Dahl to back the refit. Extensive in-store photography featuring Dahl will appear in the first redesigned store, which opens this month in London's Oxford Street.
JHP Design was hired to develop a prototype within 18 weeks. Its brief was to give the 100 Accessorize stores a more modern, feminine format while maintaining their bazaar-like environment.
Stores will feature more products in the windows to entice shoppers away from chains such as Top Shop.
Meanwhile, Jigsaw revealed plans to open its first dedicated accessories shop in London next month.
A spokeswoman for the 42-store fashion chain said the boutique, designed by AMD, was not just a trial and that it would continue to look for suitable buildings for future locations. She added that the trend for accessorising women's outfits had seen Jigsaw's sales within the sector rise significantly.
Launch activity for the Jigsaw accessories store will focus on consumer press events, but press and outdoor activity is being considered.
Accessorize's activity is focused on brand-building through women's consumer press and window displays.
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