Ouyee, store display furniture manufacturer since 1998, original shop interior design & shop fixtures manufacturing factory

visitors will find the new store layout much more engaging and intuitive, that's our fantastic England Rugby product range.


The brief was to create and design a dynamic and exciting retail environment that was befitting the world’s most iconic Rugby Union venue, whilst appealing to the unique wants and needs of sports fans today. The 82,000-capacity stadium provides huge match day footfall for the store, so great effort was invested at the planning stage to ensure natural customer flow around the store and effective cash desk systems to allow shoppers to have an enjoyable shopping experience. The space needed to be effective and practical, yet deliver a rewarding and memorable shopping experience.

In addition, The Shopper Agency completed a full brand and retail analysis to create a platform for the creative development of the concept. Another major consideration from the brief was the integration of brand partner spaces into store.Canterbury, Gilbert, Adidas and Opro. Retail spaces for each brand were integrated into the store with a considered retail design that gave brand presence and that was aligned with the overall RFU brand look and feel.

The store has a dramatic circular entrance, that opens into bright and contemporary space. The new store also incorporates the stadium tour base and entrance to the stadium museum creating the perfect centre point for the full stadium experience.

Joe, Head of designer at Ouyee display “we have delivered a design concept which create a best-in-class environment, fully in-keeping with the overall fan experience , the home of rugby. 

Beyond the impactful entrance area, visitors will find the new store layout much more engaging and intuitive, heroing our fantastic England Rugby product range. We’re delighted with the design creativity The Shopper Agency have provided on the project.”

The refreshed store design has created a shopper experience that sets the tone for any stadium visit, as well as maximising the opportunity for the England Rugby Store to engage their shoppers and increase retail revenue.

For more information, please contact us by steve@ouyeedisplay.com, or call the 24-hour hotline: +86 13826419811.