Dicksons, a family-owned business with deep roots in the North East of England, has been fuelling the region for more than 70 years. They appointed award-winning cultural, retail and hospitality designers Lumsden, to create a bold new look across its stores to keep up with modern tastes and demands.
This transformation represents a new era for the business which started in South Shields in 1953 and sold savoury treats such as pies and saveloys and has grown to offer a broad menu of freshly made sandwiches, deli ranges, barista coffees and protein salad bowls, and takeaway meals.
The redesign was launched in collaboration with brand communications agency Gardiner Richardson, who developed a refreshed brand identity for the company, including straplines such as ‘Dicksons, Making Your Day Since 1953’. This was timed to coincide with the unveiling of the new Northumberland store’s concept.
The first reimagined store opened recently in Blyth. Lumsden’s redesign will bring cohesion, clarity, and modern appeal to Dicksons’ 33 locations, helping to position the brand as a strong contender on the high street. The design approach retains the essence of Dicksons’ heritage while introducing an inviting, contemporary feel. Signature red accents throughout the space underscore the brand’s identity, providing a vibrant contrast against natural wood finishes and carefully chosen materials.
Design Brief and Store Layout: Enhancing Customer Experience and Celebrating Heritage
Lumsden’s brief from Dicksons was to enhance the customer journey and strengthen the brand’s heritage in a way that feels modern, fresh, and approachable. The design team began by evaluating the layout of Dicksons‘ existing stores, identifying areas to improve navigation, define product zones and, working with Gardiner Richardson, clarify messaging. Bold window graphics and branded displays showcase an array of Dicksons’ offerings, along with the new brand and visual identity, to engage passers-by.
Inside, the store layout is designed to be inviting, with a warm wood floor guiding customers through an open, clearly segmented space. A welcoming feature wall showcases a snapshot of Dicksons’ values and history, enhanced by archival black-and-white photography. A central “flex” unit displays seasonal items. Ceramic tiles punctuated with the signature red emphasises the service area, where a selection of enticing impulse buys is displayed. Overhead, pendant lighting highlights the blackened-steel counters, while elsewhere strategically placed ceiling track lighting brightens the overall space. Walls feature sleek black laminate rails and lightboxes that showcase Dicksons’ offerings of pies, pastries, sandwiches, and soups.
“We set out to blend heritage and contemporary elements in a way that revitalises Dicksons’ appeal,” says Ania Jakowiecka, Senior Designer at Lumsden. “Our approach to the design was to highlight Dicksons’ longstanding history in the area while creating an engaging, warm and practical space for today’s customers.”
Towards the back of the store, the checkout and collection areas have been thoughtfully organised for efficiency and customer flow. The new layout includes digital screens for a streamlined purchase process, while seating and a street-facing bar provide spaces for customers to enjoy their purchases on-site.
Materials were chosen for both visual appeal and durability. Oak timber veneer appears in countertops, fixture cladding, and the condiments station, while a bespoke checkered pattern by Amtico defines the tiled floor areas. Accents of red are applied to selected materials and wall graphics throughout, reflecting Dicksons brand colour.
Rolling out across the North East
Following the success of its Blyth location, Dicksons plans to introduce the new store design across all of its locations throughout the North East.
Mike Dickson, retail growth director, said of Dicksons offer: “It’s about giving our customers what they want and of course keeping up with evolving appetites. We are constantly bringing out new products like our deli ranges, barista coffees and protein salad bowls, but we also need to make sure we our shops look attractive too,” adding, “thanks to Lumsden’s design vision we can now continue to serve the hardworking people of the North East in a more efficient and welcoming manner.”
