Cantel is positioning itself closer to the consumer market with a revamping and expansion of its retail chain.

The new design is being tested in already-renovated stores and some newly opened locations before being rolled out.

Cantel, which has more than 225 corporate stores and close to 135 affiliate sites, worked with Shikatani Lacroix Design of Toronto on the new look.

The red and chrome scheme that worked for the business market has been replaced by a warmer design beginning with the stores’ exterior.

A teal elliptical shape and a smaller yellow rectangle have been added behind Cantel’s well-known red rectangular logo.

The colors continue inside the store on everything from the interior signage to furnishings.

The consumer-friendly interior is more open, with merchandising modules displaying product alongside appropriate accessories.

Try-it stations with operating phones are expected to put novice cellular shoppers at ease about wireless communications.

Kent Thexton, Cantel’s vice-president of marketing, says the redesign was prompted by changes in the marketplace.

Thexton says the business-to-business side of cellular is still important, but adds that growth is on the consumer side.

‘That means you get a lot more walk-in traffic, while a few years ago, the majority of sales was to business,’ he says.

‘In a business-to-business environment, we had cubicles and rooms set up so we could plot out what the business plan would be.

‘Our needs have changed. Now, we want people to stand up, have the information close by, and have conversation in an open and friendly atmosphere.’

In addition, Thexton says the new focus means new stores will be located in areas more visible to consumers to encourage walk-in traffic.

Cantel also expects an increase in traffic next year when it begins to unveil its pcs network and products later this year.