Urban Outfitters new fourth brand, Terrain debuted last week in Concordville, PA… near Philadelphia. UO purchased popular local garden center J. Franklin Styer Nurseries and will retain staff from that business. In fact the transition will carry through to the name as the store will officially be known as Terrain at Styer’s’.
This new venture expands UO’s reach from traditional retailer into the service sector. Terrain will offer garden design consultation services and building services. Within the store there is a cafe that offers a menu of fresh locally sourced food that will change with the seasons.
It’s quite obvious that UO leveraged it’s strength of visual merchandising in displaying the plants and product. Even the shopping bags and Terrain collateral are beautifully executed.