New design for a family-owned business
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Services
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Dicksons, a family-owned business with deep roots in the North East of England, has been serving the region for over 70 years. To modernise its stores while honouring its heritage, Dicksons appointed award-winning designers Lumsden to create a bold new look.
In collaboration with brand communications agency Gardiner Richardson, the redesign coincided with a refreshed brand identity and the launch of a new Northumberland store concept. The first reimagined store opened in Blyth, setting the stage for a cohesive and contemporary design across all 33 locations.
Lumsden’s approach blends tradition with modern appeal, using signature red accents, natural wood finishes, and carefully selected materials to enhance the customer experience and position Dicksons as a strong high-street contender.
Design brief and store layout
Lumsden’s brief was to enhance the customer journey and strengthen Dicksons’ heritage while creating a modern, inviting space. The design optimises store layouts for better navigation, clear product zones, and engaging brand messaging, developed with the branding agency Gardiner Richardson. Bold window graphics and branded displays attract passers-by, while inside, a warm wood floor leads customers through a clearly segmented space. A feature wall highlights Dicksons’ history with archival photography, and a flexible central unit showcases seasonal items. The service area, accented with the brand’s signature red, features blackened-steel counters, pendant lighting, and impulse-buy displays. At the rear, a streamlined checkout with digital screens improves efficiency, while seating and a street-facing bar offer on-site dining. Durable materials, including oak veneer and bespoke checkered tiles, complement the brand’s identity, blending tradition with a fresh, contemporary feel.
It’s about giving our customers what they want and of course keeping up with evolving appetites. We are constantly bringing out new products like our deli ranges, barista coffees and protein salad bowls, but we also need to make sure we our shops look attractive too. Thanks to Lumsden’s design vision we can now continue to serve the hardworking people of the North East in a more efficient and welcoming manner.
Mike Dickson
We set out to blend heritage and contemporary elements in a way that revitalises Dicksons’ appeal. Our approach to the design was to highlight Dicksons’ longstanding history in the area while creating an engaging, warm and practical space for today’s customers.
Ania Jakowiecka
