SpaceNK x SheridanCX

Posted - 03 March 2025

Updated - 03 March 2025

RETAIL STRATEGY & STORYTELLING DRIVING MEASURABLE BEAUTY SECTOR GROWTH

SheridanCX worked with Space NK to create a retail concept rooted in brand storytelling and commercial strategy. The design preserves the brand’s skincare heritage while introducing colour, fragrance, and services, supported by modular systems for scalable rollout. Each store is crafted as both a customer destination and a driver of e-commerce, delivering measurable growth in customer base, engagement, and profitability.

written by

Freddie Sheridan

With over 15 years in the retail design industry, Freddie has a passion for transforming brand narratives into immersive physical spaces.

Retail Strategy & Storytelling Driving Commercial Growth

Introduction

SheridanCX partnered with Space NK’s marketing and in-store teams to deliver a retail concept that blends brand storytelling, customer journey design, and measurable commercial results. The new retail identity, rolled out from Battersea Power Station to multiple locations nationwide, has strengthened Space NK’s position as a leader in luxury beauty retail — while providing a scalable blueprint for future store design.

Retail Strategy with Commercial Outcomes

At SheridanCX, we believe store design must deliver on brand experience and business performance. From the start, our work with Space NK was about more than creating a beautiful retail environment — it was about shaping a customer-centric, commercially resilient retail strategy.

Andy Lightfoot, CEO, Space NK, summed up the ambition:

“Each store needs to contribute to sales and profit, acquire customers, and create a halo effect that boosts e-commerce. That’s why the way we design and site our stores is more sophisticated and strategic than it has ever been.” (https://www.bwconfidential.com/interview-with-space-nk-ceo-andy-lightfoot/)

This philosophy informed everything — from zoning and category placement to modular fixture systems and community-led spaces.

Evolving Retail Identity Without Losing Heritage

Space NK is known globally for its skincare expertise. Our brief was to preserve that heritage while strategically layering in colour cosmetics, fragrance, and in-store services to broaden appeal and increase basket size.

Emma Simpson-Scott, CMO, Space NK, noted:

Retail Storytelling as a Strategic Tool

Every SheridanCX retail concept is rooted in storytelling. For Space NK, the narrative was clear:

Preserve the brand’s skincare authority
Celebrate discovery and personalisation
Unite online and offline journeys seamlessly

From community zones to beauty concierge areas and modular brand stages, each element was designed to guide customers through a coherent, emotionally resonant journey.

From Concept to Rollout

We began with a theoretical retail identity — adaptable, modular, and scalable — then rapidly customised it for the Battersea Power Station launch. Its success proved the concept’s strength, leading to multiple installations across the UK.

“Partnering with Space NK to evolve their retail strategy has been incredibly meaningful. We crafted environments rooted in storytelling and customer empathy, reinforcing their skincare heritage while modularly introducing colour, fragrance, and services. Each iteration, from the original concept to Battersea to wider rollout, was designed to engage customers, elevate experience, and deliver on commercial outcomes.”

- Freddie Sheridan

Omnichannel Alignment & Customer Journey Integration

We analysed Space NK’s fast-growing e-commerce offer to ensure omnichannel retail integration. Stores were designed not only as destinations but as acquisition engines, driving both footfall and digital engagement.

Key design principles included:

Clear navigation for efficient self-shopping
Story-led brand stages for immersive discovery
Service touchpoints promoting loyalty and repeat visits
Digital hooks to connect in-store customers to online content, events, and community

Results & Long-Term Value

Since implementing the concept:

Space NK has increased active customer base growth beyond 30% year-on-year
The modular system has enabled faster, cost-efficient rollouts across multiple store sizes
Stores have contributed directly to customer acquisition and e-commerce growth
This project stands as proof that retail design, when driven by strategy and storytelling, delivers measurable business impact.

Conclusion

The Space NK collaboration embodies SheridanCX’s expertise as a retail strategy agency, delivering in-store experiences, flagship store design, and retail storytelling that elevate both customer engagement and commercial performance.

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