River Island – Flagship Store Refurbishment, Bullring, Birmingham
River Island’s flagship store in Birmingham’s Bullring is one of the brand’s busiest UK locations, serving thousands of shoppers each week. In 2024, the retailer initiated a comprehensive refurbishment to bring the store in line with their new industrial-style retail concept.
This marked the first major fit-out of the store in over a decade, with a 12-week programme designed to completely transform the space while maintaining day-to-day operations.
The Challenge
Working in a live retail environment presented several challenges:
Minimising operational disruption in a high-footfall shopping centre.
Coordinating with multiple contractors in a confined working area.
Maintaining tight control over programme delivery within a 12-week timescale.
Adhering to River Island’s brand guidelines while delivering finishes suited to the store’s industrial aesthetic.
To achieve this, much of the work had to be completed overnight, with occasional daytime and evening shifts to meet milestones.
Our Approach
DDS was chosen for our expertise in commercial retail painting and decorating within operational environments, as well as our ability to deliver high-end finishes under challenging schedules.
1. Project Coordination
We worked closely with River Island’s management team, Bullring site representatives, and other contractors — including Peninsular Contracts — to sequence works efficiently and maintain safe customer access throughout the project.
2. Wall & Ceiling Finishes
High-quality commercial paints were applied to walls and ceilings, achieving a flawless finish that complemented the store’s new industrial theme. Airless spraying techniques were used for large surface areas, ensuring speed, consistency, and minimal disruption.
3. Changing Room Refurbishment
We installed contemporary wall coverings and applied specialist sprayed finishes to create a modern, on-brand fitting room experience that aligned with the rest of the store’s interior design.
4. Visual Merchandising Enhancement
The store’s window bed was refurbished to improve product presentation, creating a striking first impression for customers entering from the Bullring concourse.
The Result
The project was completed to a high standard, on schedule, and with minimal disruption to trading. The store reopened with an updated, visually cohesive industrial aesthetic that reflects River Island’s refreshed brand identity.
Key project outcomes included:
Seamless coordination with multiple contractors to maintain programme and quality.
Adaptability in overcoming logistical challenges and adjusting schedules.
Delivery of high-quality finishes in a demanding retail environment.
This refurbishment reinforced DDS’ reputation for retail fit-out decorating and demonstrated our ability to work flexibly in operational settings while achieving premium results.
Need a commercial decorating partner who can deliver in live environments? DDS specialises in retail painting, decorating, and refurbishment projects across Liverpool, the North West, and the UK, delivering exceptional results with minimal impact on day-to-day operations.
Contact us today to discuss your store refurbishment project.