Leto Nursery Stores
Redefining the Chain’s Success.
Leto’s new retail concept ensures that our client’s promise to address the needs of new families is mirrored in the retail experience. An optimized workflow, the creation of a phygital experience and the addition of playful elements that keep the young visitors engaged, all contribute to the overall positive experience that makes customers choose Leto over and over again.
Leto, founded in 1981, had established itself as Greece’s leading chain for baby, children’s, and pregnancy products — with 19 department stores and one of the first and most successful e-shops in the market. Despite this leadership, the brand needed a holistic redesign of its retail concept to stay ahead of competition, strengthen its phygital positioning, and deliver a shopping experience that truly reflected its values of care and expertise for new parents. The challenge was to create a concept scalable across all owned stores while making each visit a memorable, differentiated experience.
STIRIXIS developed the holistic redesign based on a pioneering detailed analysis of customer flow and experience. The new concept was built around the creation of a warm, welcoming space that highlights the brand’s values of care and know-how for new parents. Innovative technology elements, interactive screens, and tablets build the “phygital” status of the brand, while pick-up points were strategically placed to support e-shop sales. Impressive lighting, biophilic elements, and interactive play and sitting areas for children ensure young visitors stay engaged during their parents’ visit. Special environmental graphics created by STIRIXIS Group — inspired by classic Greek baby songs — give a playful mood throughout the space, consolidating Leto as the category leader.
The new concept was successfully applied to the flagship Attica department store on Mesogeion Avenue and subsequently rolled out to the rest of Leto’s physical stores across Greece. The result is a modern, sophisticated store with a joyful, warm, and friendly ambiance that differentiates the physical store from competition. The project was recognised with the Best Retail Interior Design Award at the International Property Awards 2021–2022.
Leto Nursery Stores · Retail · Greece · 2020
Leading baby & children’s retail chain · Phygital concept redesign · Award-winning
Services
Concept Strategy
Concept Design
Concept Execution
Prosperity Delivered.
After the first successful collaboration with Leto Nursery Stores, STIRIXIS Group was assigned the holistic redesign of its retail concept and its later application to the new department store in Attica, Athens, as well as concept roll-out to the rest of the owned physical stores all over Greece. The result is a modern, phygital, award-winning retail environment that cements Leto’s leadership in the baby and children’s products category.
The Testimonial
“Cooperation with STIRIXIS Group is always a great experience. Our valuable and reliable partner was recently responsible for the redesign of the new concept and its application at our Leto Department Store located at Mesogeion Avenue. Professionalism, efficiency, creativity and flexibility are STIRIXIS’s main characteristics. Understanding our needs and expectations in order to achieve the strategic goals we set, is always for them a priority. Their positive thinking, proactiveness and respect added value to our collaboration and simplified the project execution. The brand image management is very essential for any organization, especially for retail networks like Leto where customer journey and buying experience determine the business future. Our new store is modern and sophisticated. The joyful, warm and friendly ambiance differentiate our physical store from the competition. Experts must be chosen!”
— Angeliki Tsekou, Department Stores Director, Leto