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Brands Briefing: Dr. Martens revamps stores to kickstart growth and ‘recontextualize the brand’

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Brands Briefing: Dr. Martens revamps stores to kickstart growth and ‘recontextualize the brand’

Dr. Martens is refreshing its retail footprint as it looks to woo more shoppers.

The company, fresh off a new website and marketing campaign, is updating its domestic and international store fleet. Dr. Martens is focusing on four retail concepts: Beacon Stores, Brand Centres, Brand Stores and Outlets. The first Brand Centre in the U.S., in New York’s Herald Square neighborhood, opened after renovations on Nov. 5 and includes offerings such as leather care and customization services.

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