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Bentalls (a Division of Fenwick LTD)

An English department store chain, previously founded by Frank Bentall in 1867. The chain has been privately owned since 2001 by the Fenwick Group and has been synonymous for affordable luxury. The Bracknell branch opened in 1973 has been a major contributor to the town's retail presence, and has been one of the largest retail employers in the area. With almost two hundred staff employed across varying concessions and restaurants, the predominantly fashion led offer is well complimented with a host of furnishing and home departments. With over 65,000 sq ft of retail selling space, the store is soon to be relocated and renamed under the Fenwick brand within the Bracknell town redevelopment. This redevelopment is due to open late in 2017.

7 June 2017
South East
Local Alliances:
Bracknell Forest Dementia Action Alliance

1. Action Plan

1. The National Dementia Declaration lists seven outcomes that the DAA are seeking to achieve for people with dementia and their carers. How would you describe your organisation’s role in delivering better outcomes for people with dementia and their carers?

We are supporting the National DAA Declaration by ensuring that customers with dementia can easily visit our store and feel comfortable whilst shopping.  Through advanced training we can offer a champion who may offer an additional personal service to someone with dementia if they make themselves known to us.  From feedback, we are also producing an accurate store guide that enables customers with dementia to navigate our store more easily.

2. What are the challenges to delivering these outcomes from the perspective of your organisation?

As we develop our champions, ensuring they are available to serve customers with dementia at all times during trading hours.  Occasionally this may not be possible due to staff absence or holidays.  Being able to make resonable adjustments within our finanial budget may sometimes be difficult.

Member website


2. Actions

  • Store Walkabout

    We invited customers with dementia and their carers into the store for a store walkabout on 17th March 2015 to ascertan how comfortable it was to shop.  We asked for feedback to see what reasonable changes would be required to make the shopping experience better.  A store guide was suggested so that departments and toilets were more obvious, at which point we are now producing this.  A champion is also going to be available should they wish to make themselves known.  Other comments have been taken on board for the development of the new store.


    2015 - Second Quarter Update

    New member action.

    2015 - Second Quarter Update

    New member action.

  • Staff Awareness through dementia friends sessions

    By the creation of six dedicated dementia friends, these will become the first point of contact for customers if they make themselves known at our customer service desk.  We will then role this out to our section managers who will in turn implement this into their morning training briefings.  Our ultimate objective is to have a minimum of 25% of our staff trained in DF awareness by the end of 2015.

    Being implemented, Planning

    2015 - Second Quarter Update

    New memebr action.

  • Supporting the Bracknell Forest DAA and Alzheimer's Society

    Through an awareness event being held in store in late September, we can encourage our customers to find out more about dementia and promote our Dementia Friendly store.


    2015 - Second Quarter Update

    New member action.