Majestic reveals new branding at revamped flagship store

Majestic Wines has opened the doors of its newly-refurbished flagship St John’s Wood branch, which now boasts the retailer’s largest ever range of wines under one roof as well as a Lay & Wheeler store-within-a-store.

The news coincides with new branding for the retailer, which has been introduced as part of the refurbishment before being rolled out to other stores.

Majestic spokesperson, Jack Merrylees, told DRN: “The St John’s Wood store is described as 'concept-esque', because we are using the refurb to try out a lot of new things at once. In this store the wines are 100% shelved, which they aren't in most stores; the store has has a big stock room which made it possible to do so.”

The revamped store also has a large dedicated tasting section and it now has events booked up at the branch until February next year. While most Majestic stores hold tasting events on a monthly basis the new store will hold tastings at least every fortnight, if not more frequently. These will range from the traditional regional tastings to more unusual events such as food and wine matching with fish and chips, according to Merrylees.

One of the major highlights of the new store is the integrated Lay & Wheeler store, which gives the company the first physical presence for this arm of the business. This section has Enomatic tasting machines, which will have a range of wines available for customers to try, without a charge. The St John’s Wood store is one of Majestic’s only stores to have a Fine Wine Manager and all staff have had additional fine wine training so that they can cross-sell Lay & Wheeler wines, although the section will have its own dedicated staff as well.

The store also features new branding for Majestic, which has also been applied to the website and will soon be rolled out across the full estate. Merrylees said: “The old logo has been there a long time and didn’t work very well online and so we needed something that could be more digitally friendly.” The green logo has been replaced by ‘Pinot pink’ colours and a wine glass logo. 

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