The Client

Carhartt is the leading American brand for workwear, producing rugged clothes for professionals in industries including construction and agriculture. In recent years, it has evolved its strong brand identity by producing workwear that combines function with style to reach a wider audience.

A key distribution channel for Carhartt products is Farm and Fleet, where the brand commands significant share of space in center store. However, standard store gondolas provide limited opportunity for Carhartt's signature shop-in-shop retail execution with high end fixtures and impactful product imagery. As the channel was reluctant to replace generic gondolas with custom POP, Vox approached Carhartt with a unique solution to help elevate it from rival brands by transforming standard store fixtures into Brand Beacons.

The Challenge

  • To meet the needs of both Carhartt and the retailers stocking the product
  • To execute an innovative POP program across a diverse retail channel that could be applied across existing store gondolas
  • To ensure that Carhartt, the category leader, achieved maximum stand-out across multiple aisles in center store.

The Solution

Vox developed a custom 'gondola conversion' system that transformed standard store fixtures into custom merchandisers for the Carhartt brand. Using premium materials and smart design, Vox engineered a ground-breaking, flexible system that made Carhartt the first workwear brand in the US to elevate their brand using existing, traditional store fixtures as a platform.

This custom system included features such as over-sized graphic headers and a versatile range of high quality wood and metal components applied to end caps and gondolas regardless of store layout.

Through this trailblazing approach, Vox helped Carhartt move from functional but uninteresting standard fixtures to a shop-in-shop environment that elevated the brand above its competitors and conveyed the USPs that Carhartt brought to the workwear market.