Fürth/Germany, 29 September 2011: C&A celebrates its 170th Anniversary with the C&A Heritage jeans collection, displayed exclusively in its top stores. Together with visual merchandising specialist Barthelmess, C&A created an overall concept to present the new jeans collection in its own dedicated in-store shop. The concept is to stage and promote the new jeans collection in many C&A stores until at least March 2012.

Heritage thrives on attention to detail

The collection’s name is also its theme – Heritage, with all shop elements featuring the characteristic used look. Old planks, rusty metal, wood pallets – history is everywhere, lending the production, which thrives on its attention to detail, a strong character. The whole campaign project by C&A was realised within a short timeframe with Barthelmess. At the beginning of February 2011, the fashion retailer, headquartered in Düsseldorf, and Barthelmess held first discussions. On 20 April, C&A presented the new Heritage in-store shop concept at the Düsseldorf Trade Fair. Then in August, 94 retail outlets were supplied within the space of only two weeks.