Contact Practice Director

Robin Bevan
Director of Locations & Analytics

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    Click image to watch video:
    Robin Bevan discusses location planning
    and data analytics at Javelin Group

Store Location Planning

We assess store performance and roll-out potential of retail businesses across all sizes, sectors and venues.

Underpinned by our unique insight into Europe’s retail geography, Javelin Group’s Retail Locations team brings a detailed understanding of retail venues across the region.

This allows us to assess retail store performance dynamics and roll-out potential for retail businesses of all sizes trading in all sectors (fashion, beauty, leisure goods, bulky goods, foodservice etc.) and across all venue types (high streets, malls, retail parks, transport hubs and mixed use).

Our work helps retailers to open the right stores (size, pitch) in the right venues, to maximise sales and profit return. We call this ‘shape of chain’. Our engagements cover:

  • Catchment analysis
  • Store performance drivers
  • Sales and profit forecasts in new venues
  • Roll-out strategy and shape of chain
  • Store portfolio investment prioritisation
  • Micro and macro space planning
  • Optimal local ranging
  • Customer analysis and segmentation
  • International expansion
  • Due diligence of management plans

Please contact Robin Bevan or call +44 (0)20 7961 3200 to discuss your requirements.

Case Study
Carphone Warehouse

“Town-print” store estate strategy

  • Background: The impact of multi-channel retailing on the UK high street meant Carphone Warehouse wanted to better understand the patterns of store performance across its chain.
  • Project: Carphone Warehouse engaged Javelin Group to develop a “Town-print” store estate strategy to help shape its chain for the next three years.
  • Outputs: Javelin Group brought together a unique combination of useful proprietary datasets, along with analytical and technical expertise in mining the store, venue and catchment datasets.
  • Benefits: Javelin Group’s approach helped Carphone Warehouse to achieve strong buy-in from the Board for a comprehensive investment strategy that will be delivered over the next three years.
"The team were flexible in their approach and integrated well with our own senior management. They also had a clear vision of the impact of multi-channel retailing on the UK high street, to give us the right strategic direction for our portfolio. They were a pleasure to work with and I have no hesitation in recommending them."

Grahame Smith, Group Property Director, Carphone Warehouse UK & Europe.

Case Study

Store expansion strategy

  • Background: Poundland, the UK’s market leading single price discount retailer, is planning further growth following its recent acquisition by Warburg Pincus.
  • Project: Poundland engaged Javelin Group to provide a clear, evidence-based strategy for the next phase of store expansion.
  • Outputs: Javelin Group built a comprehensive picture of Poundland’s store portfolio, including catchment areas, venues and store details and provided them with detailed information on the variables that drive sales and profit performance across its stores.
  • Benefits: Javelin Group’s recommendations provided Poundland with a clear strategic direction, as well as a clear list of priority venues.
"Javelin Group’s analytical approach was rigorous, flexible and impressive. The team's recommendations made strong intuitive and commercial sense...we certainly recommend Javelin Group and look forward to working with them again in the future."

Craig Bales, Property Director, Poundland.

Case Study

Retail estate expansion strategy

  • Background: BrightHouse required a scientific approach to location planning in order to reduce risk and increase forecasting accuracy.
  • Project: BrightHouse engaged Javelin Group to establish a list of priority store opening opportunities to fuel its ongoing growth and compliment its complex business model.
  • Outputs: Javelin Group provided a detailed knowledge of store performance at local level, with analysis based on understanding inter-relation between stores, venues and catchments.
  • Benefits: The results have helped BrightHouse to refine its location search criteria and to approach new markets with even more confidence.
"We really enjoyed working with the Javelin Group team, and were delighted with the project’s result."

Peter McTague, Property Director, BrightHouse.


"We approached Javelin Group with 2 tasks: 1) To pin-point the top stores in a catchment area and 2) To assess what types of people shopped in that catchment area. The work that came back exceeded our expectations. Maps, customer profiling and easy to understand explanations ensured that we got the listing that we wanted. The team realised that we had a very limited knowledge of how to undergo the task ourselves and so took a thorough and proactive approach to providing us their work. The work was of a very impressive quality. The Tesco buyer was impressed that a small company, such as ourselves, could have such insight. High quality work that is easy to understand in a short timescale, with flexibility to make amendments at the last moment really can’t be beaten.”

Mark Salter, Head of Business Development/Channel Manager Retail, The One Brand.

"Cath Kidston is a unique business. Whilst it has grown incredibly quickly in recent years, its long-term success relies on the very careful selection of venues for our new stores which will both deliver strong commercial returns as well as being right for our brand. Javelin Group was selected to develop our strategy for our store expansion programme. Cath Kidston has been very active since receiving Javelin Group’s guidance and our successful growth continues apace. We would highly recommend Javelin Group."

Paul Spinks, Managing Director, Cath Kidston.

"This was an excellent project by Javelin Group. The project outcomes were well-prepared and presented by the Javelin team with whom we had a strong rapport throughout the project. Their collaborative approach meant a higher level of engagement in the project from our side and a more tailored/industry-specific approach, using real practical market experience to identify and explain outliers. The team members complemented each other very well with different strengths across different disciplines. Applying a consistent methodology across different geographies worked well and the addition of local resources (in Greece) provided an extra and important dimension to the work."

Lars Jorgensen, Sales & Business Development Director, Timberland.

"Working with Javelin Group has transformed our approach to retail store planning. We can now produce consistent store appraisals utilising multiple sources of data quickly and easily. In addition, our investment in Alteryx has allowed us to realise many other uses and applications, for example, our Group Finance team use the software to support their store based financial reporting. We’re very pleased to be using Alteryx and working with Javelin Group."

Gordon Forsyth, Group Property Director, Steinhoff International.

"The location model developed with Javelin Group gives us the necessary analysis to assess viability of new locations, focusing our efforts on only the best new locations. The web-based interface is really simple to use and being web-based means we can access reports whether in the office or onsite with a potential new site host."

Alexandra Korda, Director, ByBox.

"Javelin Group’s deep insight is helping us to grow sales across our store estate."

Neil Page, Finance Director, Carpetright.


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