Insights Archives - HMY

POP, a magnet for Points of Sale

  • Advertising at the point of sale has become a key element for brands to generate an impact on buyers.
  • Coordination as a key element: design, installation, and launch of the campaign at the point of sale and in the digital sphere must go hand in hand.

Advertising has always played a fundamental role in provoking the purchase impulse in the consumer, whatever the sector we are referring to.

Even though more and more, we access a large amount of information about products before reaching the point of sale, numerous studies reveal that “More than 70% of purchase decisions are made in the store itself”

Then, how do we attract our public? Defining and promoting trade-marketing strategies and generating POP elements that help enhance brand visibility at the point of sale.

Trade marketing has become an essential tool to promote a product in the place where it is marketed, and thus increase its demand. It is to work the distribution channels to give a better commercial outlet to the products. For this reason, more and more companies are betting on it, and decide to trust us and our experience to get the boost they need.

Having a good POP strategy in the salesroom has become the key to good positioning, since it not only achieves better product exposure but also enhances the presence of the brand in-store, attracting a greater number of clients.

At HMY we have a differentiating element compared to other companies that manufacture POP solutions:

• We design each POP based on our clients’ brief, always thinking about production and subsequent rollout (logistics and assembly).

• We know the points of sale and distribution like the palm of our hand.

What types of POP do we manufacture?

1. Posters and Signage: A simple and economical way to capture the customer’s attention at the point of sale. Banners, stoppers, dips, label holders, stickers for floors, aerials… very practical and quick solutions to install and remove.

2. Exhibitors: These are structures aimed at promoting the products they contain through trade marketing actions. They are located at strategic points and use the elements of the brand’s corporate identity to attract the public’s attention.

3. Displays and Glorifiers: Independent supports that give prominence to one or more articles. They can be located in gondolas, headers, shelves, at checkout, and even in shop windows or other high-visibility points. Especially recommended for up-selling actions.

4. Shop windows: Its function is to attract the public to access the interior of the store. A highly versatile space, where the impact must be very high to generate the desired effect on the buyer.

5. Checkout displays: Perfectly adapted to the payment area, they are placed next to the checkout or the counter and are a great attraction for impulse and cross-selling products.

6. Product segmentation elements by category: We have a very broad portfolio of visual merchandising solutions that improve product positioning as well as the shopping experience.

7. Campaigns and events: Sometimes brands decide to bet on holding events as a strategic tool to promote their launches and products. Another type of activation that generates qualitative visibility.

All of this, allows us to carry out comprehensive campaigns inside and outside the store with 2 fundamental objectives for brands: increase footfall at points of sale and improve influence on buyers.

Capture the attention of the consumer, the essence of POP

At HMY we are very aware of the influence of POP on the purchase decision of consumers at the point of sale. So much so that, just in 2021, we have carried out more than 3,700 POP projects for our clients, helping them achieve:

  • A greater visibility to their brand.
  • A boost to their sales.
  • An Improvement of the presentation and rotation of their products.

Thanks to our 60 years of experience in retail, we understand and know perfectly the distribution channel. Our expertise added to our constant search and updating of the latest trends in the world of retail, allows us to help brands and retailers to achieve their goals.

The most important thing for us is to analyze the consumption patterns of potential buyers so that we can design and manufacture POP that really helps to improve brand positioning and get customers to become familiar with it.

Our goal is that our clients always achieve their business goals. Therefore, our 361 proposal includes:

  • Design: Our Consulting and Design teams propose what best suits the needs of each client.
  • Manufacturing: We manufacture from the simplest display (for example, in cardboard) to the most complex (with integrated lighting, technology, etc.).
  • Digital content: Another of our services consists of creating, adapting, and managing the brand’s digital content to the format of the screens used in displays or exhibitors.
  • Implementation of the product: Our staff is specialized in the placement of planograms.
  • Assembly: In our team, we have expert POP assemblers who are capable of solving any problem immediately and guarantee the success of the project. In addition, at HMY we carry out campaigns at numerous points of sale simultaneously.

In addition, at HMY we develop conscious work and sustainability is an intrinsic part of our company. For this reason, we offer our clients a wide range of sustainable materials and services:

  • Our design teams work under the 10 principles of ecodesign.
  • We offer a sustainable dismantling service for stores and campaigns.
  • We advocate the reuse, reconditioning, and recycling of dismantled goods to promote the circular economy.
  • Our actions are guaranteed by traceability certificates and we have the corresponding legal documentation.

For us, it is important that each project is efficient and sustainable because the successes of our clients are also ours.

The 5 trending materials for the Health & Beauty sector

Years of growth are consolidated in major changes that will impact Retail in the coming years.

  • The Health&Beauty sector is undergoing a major style makeover.
  • Sustainable and natural materials set the standard: these are the keys.

The Health&Beauty sector is probably one of the most fascinating cases in Retail.

It is a highly traditional sector in its conception of sales and consumer relations which, despite maintaining the classical brand-manufacturer and shop-distributor formula, continues to experience stratospheric growth year after year.

The spectacular growth of the beauty industry: from €483,000 million in 2020 to €716,000 million by 2025.


A status quo which, until now, was possible because consumers were segmented in clearly evident niches; and while brands specialised in differentiating their products, distribution was differentiated by price.

However, in recent years the rules of the game and consumers have changed, and this has led brands and distributors to rethink their strategies and positioning.

This change has unleashed an unprecedented renewal of points-of-sale in the sector. Fresh and trendy proposals, greater bearing of experience over product, integration of technologies,…

All based on a new line of materials that are marking a turning point in the design of beauty shops.

This is our selection of the 5 trending materials for the Health&Beauty sector.

1.Stone textures with great character

The trend in 2022 is undoubtedly natural tones and textures in a celebration and return to traditional materials. Traditional in their conception, but highly refined.

In this case, the pore simulation and roughness of the Petra Series adds personality. A material that encompasses two senses for greater realism.

Check out the Petra Series datasheet in our MateriaLab.

2. Smooth ceramics that add elegance

The truth is that this material is not a sector trend; it is a trend for all Retail.

The great variety of finishes of the ceramic range of Porcelanosa Krion Solid Surface (smooth, colour, veining, grain, etc.) allows them to fit in the design of any beauty shop. The fineness of its finish adds a high level of style and its resistance to chemical and physical abrasion make it ideal for beauty displays and counters.

3. Metal takes centre stage with chrome and brushed finishes

Metal is in fashion and has gone from being a structural element of the sector to taking centre stage as a decorative detail. Thus, the new design proposals for the Health&Beauty spaces of leading brands are marking a clear line in which tubular structures are mainly used to add premium details that enhance fittings with bronze, copper, silver and gold tones in chromed and brushed finishes.

Check out the chrome or brushed efinishes in our MateriaLab.

Nyx Store (Tarento, Italy)

4. Textured woods and melamine to connect with nature

That sustainability dominates Retail is a fact. This is so to the point that nearly all world leaders in the sector have changed their communication strategies to etch a concept in consumers’ minds above all others: natural.

Something clearly demonstrated by the recent research published by Euromonitor International (Euromonitor)

This trend should undoubtedly be reflected in points-of-sale and traditional melamines have had to renew themselves to offer even more realism and honesty to the sight and touch.

Special mention should also be made of the standardisation that is virtually mandatory today of using woods with FSC quality and sustainability certificates.

The answer is the Vintage wood series. Rustic finishes with veining and imperfections reminiscent of recovered hardwoods.

Check out the Vintage Series datasheet in our MateriaLab.

5. Recycled woods with hyper-realistic cement effect

If there is one thing that trends of 2022 show us is that textures are dominating beauty shop designs.

Even smooth finishes are enhanced with subtle details that displace the concept of artificially “perfect” lacquered finishes, acquiring a personality more in line with ceramic, earthy and stone materials.

Bebiendo de unas influencias que mezclan artesanía e industrial a partes iguales, la serie de maderas recicladas Ostuni muestran texturas a medio camino entre el hormigón enlucido y el yeso alisado, dando a los espacios un estilo de taller artístico muy chic. Consulta la ficha de la Serie Ostuni en nuestro MateriaLab.

Decléor Store (Paris, France)
Decléor Store (Paris, France)
Boticario Store (Fortaleza, Brasil)
Boticario Store (Fortaleza, Brasil)
Flagship Clapés (Ibiza, Spain)
Flagship Clapés (Ibiza, Spain)

Siguiente ¿Are there more trends? Naturally.

Materials are ultimately the basis on which the personality of a brand is built. But the concepts being developed in the sector not only reformulate the aspect of the brands, but also how consumers enjoy them.

That is why the new proposals observed in the sector go a step further and include:

1.- Plant elements as decoration to reinforce the message of sustainability. Something in which brands such as Rituals are already pioneers and whose acceptance is increasing.

2.- Aesthetic design, yes, but also experiential. . Aesthetic design, yes, but also experiential.

Sephora (Rollout Internacional)

3.- Let there be light.. All redesign needs a new lighting study that properly highlights each element, texture, zone and product. Beauty is ultimately one of the sectors that best understands the importance and effect of light on consumers

4.- Technology will have a purpose or will not be.. No more screens installed at the last minute, finding them a place where they originally should not be. A phase resulting from digitalisation that was added as an extra layer over existing designs.

Health&Beauty shop designs in 2022 understand that digital elements are an additional aspect of the consumer in-store experience and anticipate integrating them before they become a patch.

5.- Spaces that communicate, but do not shout.One of the most interesting trends is the reduction in offer signage in favour of a more subtle and evocative style. Why not attract and guide consumers with posters and vinyl, lightboxes or digital signage? The right way to escape the price war and increase brand value.

One could think that all these trends are an exercise in creativity for the future, but nothing could be further from the truth. Most of our openings in recent months include one or more of them and the best example is the Comas flagship, in Figueras. This was the spectacular result:

Downloadable: COMAS

5 must-have trends in sports furniture (durable, sustainable and agile)

  • Within the fashion industry, sportswear is the sector that undergoes the most changes and trends every year.
  • Shop design should facilitate such rapid and frequent transitions.
  • Customisation, dynamism, agility, sustainability and exclusivity are the 5 most important points to consider.

Concept store design is probably one of the most exciting, but also one of the riskiest fields of design. And undoubtedly the most critical discipline in Retail.

It is a field that needs to combine in equal parts knowledge about consumers and brands, materials and their working processes, graphic arts and technologies, costs and sustainability, etc. 

But above all, it must get it right from start to finish for three tremendously important reasons:

  1. The investment in time and money involved in implementing a new shop concept is a long-term commitment for brands and retailers. There may be changes, but getting it wrong will involves not only an opportunity cost but also a direct cost to fix it.
  2. “Playing it safe” is not allowed. The less novel and risky the design of our shop, the less eye-catching it will be. Less attractive means fewer sales. It’s as simple as that.
  3. To top it all off, the design of a shop must remain current and unperturbed by changing trends. This is the only way it will stand the test of time and fashions and continue to attract customers.

Renew or die: an ever-changing sector

Retail is usually a whirlwind of change, with a rapid succession of seasons and new products that requires transforming shops every few years, or even months.

To the seasonal changes we must add:

  • The new season’s trends.
  • Fast fashion.
  • The sport that is fashionable at the time.
  • The calendar of launches or “drops” established by brands such as Nike, Puma, Adidas or New Balance.
  • And then there is the fashion for collaborations between brands from different sectors to create exclusive clothing collections, such as the collaborations between Lego and Adidas or Levi’s with Pokemon.

Therefore, adapting to these continuous and fleeting novelties makes the design of sportswear shops one of the most challenging in Retail.

If you are sure you want to radically change the design of your sportswear shops, our Consulting & Design teams are eager to inspire and help you.


5 sports sector furniture trends

1.Sportswear = streetwear

“Streetwear” or urban fashion dominates sales worldwide in practically all age groups. This is no doubt due to comfort, the influence of new musical styles, and the rise of a healthier lifestyle with a focus on sport.

Sportswear is increasingly present in all styles, and we can find trainers combined with suits or dresses, even on the main fashion catwalks or glamorous galas. 

Therefore, it is normal to see how sportswear shops impose recreations or elements of the cities themselves in their designs: neon lights, cement and metal textures, glass and marble, etc.

In fact, the most premium sportswear shops have nothing to envy to high fashion boutiques in their choice of materials and final appearance.

2.Streetwear = technology

One of the greatest exponents of urban culture is technology. If being trendy in fashion includes wearing trainers, being trendy in sports concept store design includes technology. It can:

  • Be integrated into the displays, to attract consumers’ attention.
  • Serve as a query point in the form of interactive totems.
  • Assist in brand activation or customer loyalty as points of play or exposure.

3.Reinforce your brand personality over your product brands.

Sportswear consumers are unfaithful by nature. They like a variety of brands, which is why multi-brand retailers are in an ideal position to expand.

Something that has led to the success of brands such as Foot Locker, Foot District, Snipes, Sportland or Deportes Base has been to reinforce this positioning as “street fashion experts” through a very marked personality in their furniture. The choice of textures, lighting accents or shapes of the murals and displays are part of the brand’s visual identity manual.

The trend, as opposed to hiding furniture behind products, is to give it visibility and prominence, to add an element of constancy to such a fast-changing sector.

4.Sustainability as a cross-cutting value

For almost a decade now, practically all brands have been committed to sustainability as an added value for consumers. From being included as just another CSR section, it has become a guarantee for more and more products. The inevitable evolution is that this will be transferred to the design of all the brand’s points of contact with the consumer.

Whoever does it first will be able to offer it as a brand differentiator. The latter will simply be accused of greenwashing by the consumer.

In this post we gave you 8 key pieces of furniture that you can now integrate into your points-of-sale, from decorative to product displays.

5.Play with modularity

Using modular furniture that we can easily transform to always offer a visual novelty to consumers is something that we consider a trend in all retail sectors but it is even more important to keep it in mind when we talk about sportswear retail and its volatility.

Having the ability to play with the product displays and dedicate them to T-shirts, sneakers, accessories, etc., depending on our launches or campaigns, or simply use them as rotating elements helps to maintain the interest of consumers who visit our shop by way of showrooming.

Are you ready to apply these trends in your brand redesign? Contact us!.

How to redesign your multi-brand sports shop to become a benchmark in the sector.

  • Sportswear shops are one of the most profitable retail sectors of the last decade.
  • The high demand for urban fashion, low product storage cost and low entry costs have led to a proliferation of openings.
  • We present the insights for a successful sports concept store design.

Sportswear shops have been booming for several years now. In 2019 they already reported 8.4% growth in sales, more than 7 points higher than their nearest sector, fashion.

Not surprisingly, with these figures, sector brands and distributors have taken the opportunity to push ahead with their expansion plans.

Another interesting fact for 2019 is that the sportswear sector already occupies 5% of retail space in most shopping centres. This suggests that we are approaching supply saturation and begs the question: What is the next step for sportswear retail? The struggle for differentiation. And that leads us to talk about redesigning points-of-sale.

What is the process of (re)designing a sports or sportswear shop?

Redesigning the concept of a sportswear shop is a process that incorporates methodology and creativity in equal parts, with the added freedom of being in a sector that can be as formal and informal as the brand wants and needs.

Furthermore, if we talk about redesign, we will also have a starting point for the project.

There are 5 stages involved in the redesign of a brand’s retail concept:

  1. Analysis of the brand, the environment and its audiences. Something that will give us insights through a series of tools to look for inspiration in the right places and begin to outline the experience that the new design will offer consumers.
  2. Brainstorming, ideas and inspiration. With what we learnt in the previous phase we start to define the general ideas on which the new concept will be based. Now is the time for a large number of proposals to emerge, many of which will be discarded and others will only partially fit but will serve as a basis for the work that follows.
  3. Definition of the experience. After sharing an initial list of ideas and inspirations with the brand and establishing a road map, we finish profiling the experience that consumers will have in their interaction with the points-of-sale. Where we want them to stop, what content each point along the route will contain and how it will help them understand the brand and the products. Above all, how it will make them fall in love with it.
  4. Choice of materials. It’s time to start materialising all of the above. Understanding the new concept and what it wants to transmit will allow us to create a “mood board” or table of materials. It is important not to digress too much, create hierarchies and give the brand personality. Each material transmits a series of values that will in turn be the values that the shop and, therefore, the brand will transmit.
  5. Creative proposal. Now we finally “put pen to paper”. The shapes appear and we define the furniture, technology and type of lighting. All the elements that will give body and presence to the brand in the physical space. We establish various options for ordering the planogram according to the flow of customers that we have defined and the importance that each point of the route will have.

What aspects make sportswear retail shop design unique?

All retail sectors have something that makes them unique and, as mentioned at the beginning of the post, creative flexibility is one of the characteristics of design applied to sportswear retail.

Nowadays, sportswear is synonymous with urban culture, so it is expected to be transgressive and daring. It doesn’t have to fit into any moulds, but rather break them.

It also has a primarily young and digitally native consumer base, so in-store technology experiences can help make the point-of-sale much more attractive and strengthen its conversion capacity.

What materials and textures are trending in sportswear retail in 2022?

Summarising all of the above, we can say that sportswear consumers are urban, young, digital consumers, increasingly concerned about sustainability and with a strong focus on culture.

This basic definition of the most common purchasing profile in the sportswear sector is reflected in the choice of materials and textures that are trending in this type of shop today:

  1. Brushed metal and mesh. In different tones, from golden varnishes for a touch of luxury to transparent varnishes to show the rawness of the material. Something that reflects one of the most basic materials in cities.
  2. Cement and concretes. The most characteristic texture of the urban environment. Mainly used as a base for floors, walls and ceilings.
  3. Light and saturated colours. They reinforce the feeling of technology and artificial materials. This trend can be at odds with the value of sustainability, so integrate it carefully.
  4. Smooth lacquers. In order not to fall into the saturation of textures, the best option to complete the list of materials is single-colour woods, either in white or black tones, which leave the protagonist role to RGB light or in saturated tones, which energise the whole.

Technology and sustainability as part of the brand language

When we seek to differentiate a retail space, we want it to appeal to consumers and convey the messages that make up the brand’s identity.

For that we must go beyond materials and textures, so we will end the post talking about two key points that cannot be missing in our redesign: channel and content.

The urban language is digital and technology is its channel. Audiovisual formats and interactive experiences are becoming increasingly important as the channel of choice for the target audience in this sector.

Furthermore, be capable of demonstrating that, despite the brand’s urban style, it is a sustainable style that aligns the retail space with the values consumers want to display as their own.

2022 Retail Trends – What do we expect from brands and distributors this year?

  • New designs, more technology and a redoubled commitment to sustainability
  • The pandemic, although not yet behind us, will not be a constraint

A new year has arrived and, as well as looking back to learn from the past, at HMY we are looking to the future trying to discern where the sales strategies of brands and retailers around the world will be heading in 2022.

The eCommerce boom, economic crises, a global pandemic… And yet, the result has not changed: Retail dominates sales. What has changed is Retail’s formula for remaining more relevant than ever.

Economic uncertainty and the pandemic have marked the beginning of the year in a society that has returned to the streets and shops with old and new habits, and the main Retail metrics point to sustained growth. According to the research portal, Statista, 6.6% growth is expected in the coming year, despite the renewed surge in eCommerce.

But how can physical points-of-sale emerge stronger in a post-pandemic society which has rapidly embraced online commerce? This is because Retail has adapted both out of necessity and opportunity.

What do consumers seek in 2022?

The eternal question and starting point for the Retail trends of each year. After analysing the projects we undertook in the second half of 2021, it is clear to our global experts.


Retail’s great opportunity and value contribution to brands’ omnichannel strategy. The convenience of an online transaction is hard to beat, except in specific cases (such as convenience and transit), but consumer engagement can only be achieved with an experience that is enjoyed with more than two senses.

Visibility and proximity

The reach of online advertising is undeniable, but its saturation is reaching the same levels as traditional media.

This makes physical points-of-sale visually spectacular and strategically located ones have regained great value.

One of the most relevant metrics of the year is that influx to shopping centres has grown by 14%, as published by InfoRetail in November 2021.

Safety, but not uncomfortable

Something that consumers have internalised accordingly with the COVID situation and measures for each area and the individual habits. The role of Retailers has been relegated to providing the minimum requirements at all times in an elegant and non-intrusive way: keeping the point-of-sale unsaturated and without obstacles or major stoppers, making safety as automatic and clean as possible.

5 Retail trends for 2022 – The year of sustainability and technology

2021 was a key year in which two essential aspects that will mark the performance of brands and distributors in Retail began to take shape: sustainability and technology.

The main line of communication of most brands is the promotion of products manufactured from recycled materials and environmentally responsible initiatives.

Furthermore, the democratisation of the cost of technology for Retail is driving the number of points-of-sale that incorporate it. Brands are daring to create increasingly more impactful displays, especially in corners, activations and flagships, aware that this is the winning card for improving the consumer experience.

How are these inputs translating into trends for the year ahead?

1.Sustainable products in sustainable points-of-sale and recycling

Brands will apply the same strategy used with their products to their points-of-sale and activations. Sustainability initiatives in Retail will combine shops and marketing campaigns, conveying a message and creating spaces consistent with the communication.

2.Interactive shops

Having conquered the easiest part (digital signage), the level of technological spectacularity will increase at points-of-sale, where screens and one-way messages will no longer suffice and consumers will demand the ability to personalise their in-store experience through interaction.

3.Eye-catching and bold designs, together with premium formats

Points-of-sale as mere places of transaction no longer build customer loyalty. They have their space as points of convenience, but only those that offer something extra will succeed in building customer loyalty, i.e. those worth visiting… and posting on social media.

4.New materials and combinations

Light integrated into furniture has become indispensable for giving added value to traditional wood and metal, but retailers are already asking themselves: “Now what?”

In 2022 we will see a greater use of surprising materials, new textures, premium finishes… The use of ceramics, glass and vinyls will give commercial installations real personality.

5.Pure playersare redoubling their expansion strategies in Retail

The first brands born on the Internet are already in physical Retail and they have paved the way in recent years, demonstrating that it was not just a whim: online needs Retail and vice versa. Hawkers, Ecoalf, Oppo…

Their mixed selling strategies have led them to play with different shop formats to achieve their expansion strategies, but all surprising and brave. Who will follow them? Our “Keys to Expansion in Retail” guide will no doubt prove useful.

Consumers and technology have been changing the rules of the game for years, threatening the continuity of traditional Retail (mere product-currency transaction), but opening new windows and spaces that bring unique value to brands and customers.

It is in the combination of both aspects: digital (seamless and fluid) and physical (surprising, exciting and enveloping) where consumers truly connect to brands.

Each year, this panorama becomes increasingly defined in the form of emerging trends.