More Space and More Style

Wilsons Leather’s new logo is prominent on the cashwrap

Wilsons The Leather Experts is reinventing its brand with a more edited, fashion-oriented product mix and stylish store environment. Its new store prototype was developed around the retailer’s brand principles, which celebrate leather, fashion, authenticity and value.

“The overall experience is designed to reclaim Wilsons’ authority in leather and to promote leather as an affordable luxury,” said Amy Theibert, account director, Fitch, Powell, Ohio. “At the same time, we wanted to instill a sense of discovery into the space and differentiate Wilsons from the competition.”

Project Resources

Design: Fitch, Powell, OhioBranding/identity consultants: Marcantel LeBlanc, DallasConstruction management: United Properties Construction, MinneapolisGeneral contractor: Banks Bros. Construction, St. Paul, Minn.Lighting: Muska Lighting, Arden Hills, Minn.Signage: Hanover Signs, Columbus, OhioWood flooring: Architectural Systems, New York CityTile: Hamilton Parker, Columbus, OhioSolid surfacing: DuPont Corian, Wilmington, Del.Wallcovering: D.L. Couch, New Castle, Ind.Millwork: Sparks, Philadelphia

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