Customers want more from retailers than simply a place to shop; they want experiences. This shift means retailers need to put even more thought into their physical locations than ever before, which can mean longer retail construction timelines. Luckily, we’ve worked with many big brands opening new locations globally and have created a roadmap for a smooth launch for your next store opening.

In this article, we’ll walk through the key phases of opening a new retail location and what to expect during each phase of the project. Whether you are opening your 50th store location or your very first, this article will help you understand the retail construction process and timeline from start to finish.

What is the typical timeline for retail construction and design for a new store location?

Although each project is unique, the ideal timeline for basic tenant improvements is around five months. This allows enough time for essential upgrades, including flooring, paint and finishes, wall fixturing, and graphics to be completed without compromise.

A well-planned timeline ensures your retail build will not be constrained by any roadblocks that may arise. Vendor production delays, permitting hold-ups, and limited availability of items such as fixturing can all impact your opening date if your timeline is rushed. A forgiving timeline ensures you can address any unexpected challenges while maintaining quality in both design and construction.

What factors require longer lead times for retail construction projects?

If your project involves major renovations, you’ll likely need to apply for multiple permits, adding complexity and extending your timeline.

These major renovations include, but are not limited to:

Structural changes, such as wall removal or relocation.
Major plumbing or electrical modifications.
Changes to HVAC systems.
Significant alterations to the layout of the space.

We can help you create a realistic timeline and prevent unexpected setbacks in your construction schedule for any major renovation you want to make to the space.

HOKA Sportsmen’s Lodge (December, 2024) hired Feels on Brand to open this new retail location in Studio City.

Why is it important to allow enough time for retail construction and design from concept to opening?

Rushing the design-build process of a retail space can lead to loss of revenue and compromises in the final design of your store. A well-planned timeline allows design concepts to be fully executed and the creation of a realistic business plan that accounts for everything from lease start dates to occupancy. This ensures a smooth transition into your new space, minimizing downtime and avoiding unexpected delays that could impact your opening and revenue.

The Retail Construction and Design Roadmap

Ideal timline for basic tenant improvements is 5 months.

Pre-Design: Laying the Foundation (Week 1- 3)

The Pre-Design phase ensures that every decision is informed by a solid foundation and sets the tone for a seamless design and build process. Below is a detailed description of each sub-phase of the Pre-Design process.

Project Brief-In: Once contracts are signed and your deposit is paid, it's time to share everything about your project. In this virtual meeting, we take a deep dive into your brand, its customers, and the goals of your new retail space. This holistic understanding allows your retail designer to craft a strategy that enhances your customers’ experience while aligning with your brand identity.

Site Survey and Project Kickoff: Your designer will visit the leased space with a brand representative to assess the site firsthand. This visit includes reviewing dimensions, evaluating existing conditions, and discussing early design concepts to ensure a full understanding of the space and vision.

As-Built Documentation: A 3D model of the existing space is created using as-built measurements and photo documentation. This allows the designer to make informed design decisions without having to revisit the space.

3D render of the footwear wall for new HOKA Melrose.

Design and Documentation (Week 4-9)

Once the Pre-Design phase is complete, your designer will have all the information they need to create strategic concepts unique to your space and brand’s identity. After each deliverable is created, there will be a review and approval process before moving to the next one.

Deliverable 1 - Space Planning & Visualizations: In the first two weeks of this phase, your designer will create two unique concepts for the programming of the sales floor. This will include a consumer strategy, highlighting strategic engagement moments throughout the user's journey. All concepts will be shown as realistic renders of the sales floor and exterior facade to make the process seamless for any needed approvals from project managers, board members, and/or stakeholders.

Deliverable 2 - Concept Development: After the space planning is approved, it’s time to focus on the specific elements of the retail construction to support the consumers’ journey. This involves selecting color and material palettes that align with the brand story and overall strategy. Refining brand-driven graphic moments and continuing concepting work on custom-built pieces will also be a part of this phase.

Deliverable 3 - Design Details: Once all concepts are approved, the final design details are created to be coordinated with the other industry professionals that will be involved with the build. This includes, but is not limited to:

Exterior signage.
Custom designed millwork pieces.
FF&E - Finishes, fixtures, and equipment.
Custom in-store graphics and displays package.
Floorplans and elevations.

HOKA Melrose Storytelling Graphic.

Fabrication and Implementation for the Retail Construction and Design (Week 10 -20)

With all design details finalized, it’s time to bring on fabricators, contractors, and suppliers that take all design documents from concept to reality. This is the biggest timeline consideration due to permitting and production. During this phase, your designer will manage the hand-off process for graphic assets, sample finishes, and finesse the final details to ensure the design is executed as planned.

Here is the typical timeline for these last 9 weeks:

Week 10-18: Exterior Signage Fabrication, Mill-work Fabrication & Graphic Production, and Construction.

Week 12-18: Graphic Production & Shipping

Week 19: Signage Installation

Week 19-20: Install & Visual Merchandising

Key Takeaways For a Flawless Retail Store Opening

Opening a new retail location is an exciting and complex process that requires careful planning and realistic expectations. From pre-design to construction, each phase plays a crucial role in bringing your new location to life. Allowing ample time for each phase ensures a smoother experience that avoids unnecessary delays. While every project is unique, understanding the typical timeline and potential challenges can help you better prepare for a successful store opening.

Ready to Open Your Next Unforgettable Location?

Now that you understand the typical timeline for retail construction and design for a new store location, it’s time to create your next unforgettable location. With over 15 years of architecture, in-house brand, and design agency experience for influential brands, including HOKA, Arc’teryx, Nike, Adidas, and Garmin, Feels on Brand is the go-to retail experience design studio for creating unforgettable retail spaces. Together, we'll help navigate designing and implementing your next retail brand experience. Download our Investment Guide to learn how to get started.

The Retail Construction Roadmap: How to Create the Perfect Timeline for Your Next Store Opening.