A new concept design to take the Giraffe brand – already well established in nine medium sized high street locations across London – up to a larger unit size and for roll out across the UK. The first unit was to be in the redeveloped Royal Festival Hall. Trading results outstripped all budget projections and the roll out rapidly proceeded to new sites across London and out to Oxford, Cambridge, Aberdeen and Exeter amongst others. By the end of 2012, nineteen sites had been completed as well as a number of older sites refurbished bringing them in line with the evolving concept.