Little
The University of Texas
University Co-op
Austin, Texas
Project Type
Higher Education, Specialty Retail
Size
30,000 Square Feet
Design Services
Architecture, Brand Experience, Digital Visualization, Interior Architecture
The University Co-op at the University of Texas, one of the largest independent college bookstores in the U.S., operates as a nonprofit, reinvesting all profits into course material scholarships for students.
With the Longhorns joining the Southeastern Conference (SEC) in 2024, the Co-op anticipated a surge in store traffic, particularly on game days. Already a hub for students, alumni, and fans, the store needed a renovation to support increased foot traffic, enhance the in-store experience, and maximize sales potential.
Little was tasked with reconfiguring the space to improve circulation, showcase high-demand products, and streamline checkout efficiency. The six-month phased renovation introduced modular fixtures, expanded product zones, dynamic wayfinding, and an interactive donor engagement feature, ensuring a seamless shopping experience while maximizing revenue potential.
PROJECT GOALS
Elevating Retail Efficiency and Experience
The University Co-op sought to increase product density, streamline checkout, and improve queueing efficiency while creating an aspirational shopping destination. By reimagining the hat and souvenir displays for higher visibility, and introducing premium brand partnerships, the design strategy ensures every inch of the sales floor is optimized for engagement, conversion, and revenue growth.
Objectives
- Accommodate high-traffic game days while maintaining everyday retail appeal
- Create immersive, experiential retail spaces that strengthen the brand
- Enhance checkout efficiency and overall store navigation
SOLUTION
This renovation transformed The Co-op into a dynamic retail destination, seamlessly blending school spirit with a modernized shopping experience. By leveraging strategic layout enhancements, interactive product displays, and environmental graphics, the space now delivers a more intuitive customer journey and increased sales potential.
GAMEDAY READY
A dynamic space for fluctuating demand
Designed to accommodate the surge of SEC game days, The Co-op now seamlessly transitions between high-capacity events and everyday shopping. Adjustable shelving, modular display units, and reconfigurable queueing systems allow for quick layout changes based on demand. Strategic circulation paths and additional checkout stations improve traffic flow, reducing wait times while keeping energy high.
CAPTIVATE AND ENGAGE
Distinct product zones redefine the shopping experience
Standout features include a floor-to-ceiling hat wall showcasing 6,000 hats, a Better Brands Area featuring premium collaborations like Tommy Bahama and Stewart Simmons, and a custom shop where fans can design personalized jerseys. The Longhorn x Lululemon section creates a one-stop shop for athletic and lifestyle apparel, enhancing exclusivity and brand loyalty.
EXPERIENTIAL GRAPHICS AND DESIGN ELEMENTS
Enhance the brand story and customer journey at every touchpoint
Bold signage and intuitive layouts streamline navigation, guiding shoppers effortlessly throughout the three floors. Immersive graphics incorporate archival photography, thematic displays, and Longhorn branding, reinforcing school pride. Suspended above the retail floor, the Support-a-Steer Chandelier—crafted from authentic leather and cowbells—serves as an interactive donor recognition feature. Customers who contribute to scholarships ring the chandelier, turning philanthropy into a shared moment of celebration and engagement.
“We had really great partners—Little Diversified Architectural Consulting, Turner Construction, Project Management Advisors, Inc.—who helped us navigate this experience, and also had a dedicated team of Co-op employees ensuring that construction could happen outside of business hours to minimize any disruptions to the customer experience. We are so grateful for everyone’s commitment to this project. It looks great!”
– Mike Seyffert
COO, The University Co-Op
RESULTS
The renovation has transformed The Co-op into a powerhouse of retail success, delivering impressive growth across key product categories.
Hat sales skyrocketed, with a 36% increase in units sold and a 42% boost in revenue, while the custom jersey shop saw staggering gains of 164% more units sold and 191% higher revenue. Souvenir sales also surged, rising 31% in units and 20.5% in revenue. The premium Better Brands category flourished, generating a 15% increase in revenue.
The renovation didn’t just boost sales—it strengthened the Co-op’s legacy of giving. Donations surged 31%, with $8,000 raised through the Support-a-Steer Chandelier, directly funding student scholarships and reinforcing the Co-op’s nonprofit mission.
- 31% Increase in souvenir sales
- 36% Increase in hat sales
- 164% Increase in custom jersey sales
