DDi - October 2013 - (Page 20)
20 | Design Snapshot
Celebrity chef Jamie Oliver
extends his brand into retail
By Robert Hocking
Photos: Courtesy of Jamie Oliver Holdings Ltd.
ifteen years after being discovered as a
sous chef in a documentary on somebody
else, few people exposed to Jamie Oliver’s
odd blend of boy-next-door charm can help but
buy what he’s selling. And he’s selling a lot. A recent assessment of his net worth puts it at the
$250 million mark.
With 17 best-selling books to his name and
more than 25 television programs, including
several immensely popular series, Jamie Oliver
has created what retailers dream of—an army of
people who believe the voice of the brand and
are ready to line up to purchase the next offer.
So what better initiative than launching a retail
concept, in this case Recipease, as a fulfillment
channel for all that good will.
Recipease debuted with a single location several years ago in a U.K. “B” market, but after taking time to trial and error, the concept is being
launched in multiple locations, including upscale
locales in London—most recently Notting Hill.
Designed with whimsy, the store offers a bakery,
deli, food to go, and housewares that surround
a central experiential feature—a cooking school.
Oliver’s inspiration for the store came from a
belief that while there’s growing interest in food,
people are still nervous about how to cook and
need inspiration. In a statement, Oliver said
Recipease is about “serving a neighborhood
through a store where the heart is about teaching
and empowering the public around how to cook
better.” He simplifies the concept by describing
it as “a cooking school with lovely things bolted
Neither pure retail nor pure cooking school, the
stores offer a place to chill, a place to eat, a place
to buy more Jamie Oliver-branded products, and
a place to live the Oliver dream of making better
food for you. The concept is interesting because it
encourages people to step-in by getting them to
buy-in to a healthier way of eating. If Oliver really
wanted to flex his brand muscles, he could easily be the curator for an expanded range of both
fresh and packaged products—perhaps it’s already
in the works?
Table of Contents for the Digital Edition of DDi - October 2013
DDi - October 2013
From the Editor
Restoration Hardware (RH)
State of the Retail Design Industry 2013
DDi - October 2013