Opening a retail store: the branding and signage checklist

7 September 20266 min read

Opening a new retail location involves a long checklist, and the branding and physical presentation items are the ones most likely to be underestimated on both timeline and budget if they're not planned early alongside the fit-out.

Exterior signage

Storefront signage, illuminated or non-illuminated, typically needs municipality and landlord approval before fabrication, which means design and submission should start well before the opening date, not once the fit-out is complete.

Interior signage and wayfinding

Directional signage, department or category signage, and till-point branding all need to be planned alongside the store layout itself, not added as an afterthought once shelving is in place.

Packaging and carry bags

Branded carry bags, tissue paper and any gift packaging should be ready for day one, since a new store's first customers form an impression from the full experience, not just the shelves.

Opening announcement

Signage and social media content announcing the opening date, paired with any launch promotion, works best planned and produced ahead of time rather than assembled in the final week before doors open.

Frequently asked questions

Signage approval processes alone can take meaningful time, so starting the signage design and approval submission as soon as the location and fit-out timeline are confirmed, well ahead of the intended opening date, avoids it becoming the item that delays the launch.

Interior wayfinding and till-point signage, since exterior storefront signage tends to get planned first and interior signage is sometimes left until the space is already fitted out, making changes harder at that stage.

Yes, branded carry bags and any gift packaging should be produced and in stock before opening, since first customers form an impression of the full experience, not only the product and shelving.