One such location in St. Petersburg, Florida cost roughly $5 million to develop :
- Unlike the traditional industrial warehouse style most
- Old navy flyer for boxing day locations possess,
The new stores were boutique in nature, featuring green building materials, rock gardens, large murals and posters, as well as many mirrored and silver accents. Also, advertisements began to be created in-house, and substituted the original kitschy and humorous feel for a high fashion and feminine directive.
These stores proved to be a disappointing investment and Robertson was asked to leave the company.
In 2011, Old navy flyer for boxing day began a second rebranding to emphasize a family-oriented environment, known as Project ONE. It targets Old navy flyer for boxing day's target customer (the fictional "Jenny", a married mother of at least one child) and features better lighting, vibrant colors, layouts that make shopping easier, quick-change stations, and a more efficient cash wrap design. By July 12, one third of the company's North American locations had adopted the redesign.
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