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On 12th April 2021, River Island re-opens its 192 stores across England and Wales, supported by its nostalgic ‘Shop Like It’s 2019’ advertising campaign.


With the wellbeing of customers and employees being of utmost priority, the reopening of each River Island store will follow government guidelines on social distancing and hygiene measures, to ensure customers can shop safely and River Island employees are protected.

As customers return to enjoy the in-store shopping experience, the campaign offers a moment to reminisce and emulate the pre-lockdown joys of shopping with River Island.

Across outdoor and social media channels, as well as in stores, the campaign will engage customers and drive conversation around the shopping expectations of re-opening. During the countrywide campaign, seven slogans will build excitement in the weeks of reopening, including:

1. ‘In 2019 pyjamas were not acceptable work attire’

2. ‘In 2019 clothes went on your bottom half too’.

3. ‘In 2019 same day delivery was the journey home from the shops’

4. ‘In 2019 you could ‘get your steps in’ while buying clothes’

5. ‘In 2019 people bought clothes for ‘parties’. Remember those?’

6. ‘In 2019 people standing too close to you in queues was still annoying’.

7. ‘In 2019 you shopped like your only concern was meat-free sausage rolls’

River Island customers purchasing in-store will be rewarded with a voucher entitling them to 20.19%* off their next purchase, as a thank you for getting back into store. The brand plans to reopen its remaining stores in Scotland on 26th April, in line with government guidelines.

Shortly after ‘Shop Like It’s 2019’ draws to a close, River Island will launch its summer campaign, ‘Unleash Your Vibe’, focused on dressing for the much-anticipated summer months and occasions as consumers begin to return to normality.

Sean Hastings, River Island Chief Customer Officer, said;

We are thrilled to be welcoming customers back to our stores from April 12th. While our loyal customers have shopped with us online during each lockdown, the high street remains an essential part of River Island’s omni-channel strategy and offers customers an experience that online can’t replicate. We look forward to welcoming our customers back to the high street.

To be used in store only between 3rd – 30th May (min spend £40)

About River Island

With over 60 years of High-street fashion retailing experience, River Island is renowned for stylish and affordable fashion.

Our brand manifesto is to be fun, fresh, confident, and inclusive, while the unique touches we bring to our collections allow us to stand out from the rest of the British high-street. Offering chic going out looks that sit alongside our core range of stylish separates, denim staples and a fantastic range of accessories across womenswear, menswear and kids wear.

River Island is the ultimate destination for all your fashion needs.

With a portfolio of over 230 stores across the UK, Ireland and Internationally, as well as six dedicated online sites operating in four currencies, River island is an omnichannel retailer with a team of in-house design experts dedicated to delivering the best on-trend fashion instore and online.