kidswant is an existing children’s category killer owned and operated by Five Star Holdings.  Building firmly on the existing core strengths,  kidswant will to evolve to exhibit clear market leadership as the children’s category killer destination of choice for one stop shopping through a broad category offer, dominate merchandise/service assortment and serviced by best in class trained staff.
 
kidswant creates a differentiated experience for both the primary customer (parents) and the secondary customer (child) through shared leaning and discovery and will establish and nurture long-term relationships with their customers who recognize kidswant for the core values of trust, health, education and fun. 
 
Toward the agreed goal to be #1 children’s destination retailer in China by the end of 2014 operating 50 stores and generating 5 billion RMB sales, all aspects of the existing operation were challenged as part of the evolutionary process; category redefinition, merchandise assortment, brand relationships, visual merchandising, fixturing, customer service, retail branding & graphic communications, planning & design - all reevaluated from the inside out. 
 
Key to the solution was to create unique to the market merchandise category definition.  This collection of category specialty shops were expressed with specialized environments expressing individual color, materials, forms are accented with unique cartoon graphic style provide each category with an umbrella design that visually animates each department while holding the entire store together with a consistent philosophy.

rkd retail/iQ was responsible for the strategic brief, all creative expressions: brand evolution + environmental graphic programs, retail planning + design and construction documentation.