DSW is reimagining its store design with a new, smaller-size concept that puts the spotlight on its owned brands.

Designer Brands Inc., parent of DSW Designer Shoe Warehouse, unveiled its “warehouse reimagined” store format at Hedwig Village in Houston. At about 15,000sq ft, the new format is smaller than a traditional DSW, which averages about 25,000sq ft, but offers the same amount of inventory due to design optimisation.

The new Houston store features a modern warehouse-inspired design that elevates the company’s owned brands through shop-in-shops, full family offerings and head-to-toe lifestyle imagery.

In addition, well-known national brands are highlighted with dedicated sections that prominently display products for easy viewing and selection by store customers. It’s a big change from the typical DSW where all brands are merchandised together and are organised mostly by style.

The new format features product displays with oversized graphics and store walls that are flexible and modular to adapt to each location’s planned promotions. A dedicated kids’ section presents products at their eye level and make shopping fun with interactive games and the ability for kids to size themselves and select their own products. Rounding out the enhancements are easier-to-find selections and merchandising based on customers’ shopping habits.