S&K Famous Brands Inc. will reveal a new store design when it opens its newest location tomorrow in Huntsville, Ala.

The design is intended to appeal to younger customers as the Henrico County-based chain moves from being a "traditional suit store" to a broader menswear store, officials said.

The store has recessed lighting, increased fitting-room space and a lounge area. The chain expanded floor space for branded products.

"We have upgraded everything, including the location of the service area and the music," said Joe Price, director of visual merchandising for the chain.

The retailer said it plans to use the design in four more new stores in the next several months, and in a redesign of its flagship West Broad Street store.

The company has not decided on a timeline for changing its existing 220 stores but said the redesign will include building stores as well as upgrading current locations.

Work on the flagship store is expected to begin after Father's Day.

Joseph Oliver III, president and chief executive of S&K, said the company will begin to display accessories and clothes together to make it easier for customers to find an entire outfit.

Oliver said that's important as S&K switches to a "collection-oriented retailer."

"We want to focus on the experience and be able to provide the entire package," he said.

That concept appeals to younger customers, he said, who tend to buy outfits that they can mix rather than just suits.

The chain also will highlight its sportswear and casual lines.

Changing its look boils down to how a company wants to be seen by its customers, he said.

David Urban, a professor of marketing at Virginia Commonwealth University, said that for the change to work, S&K needs to make sure the strategy is backed up with a marketing campaign.

To reinforce the image created at the stores, the chain has hired Richmond-based ad agency RightMinds.

Two commercials are on the air now with two more in production. An online campaign starts close to Father's Day.

Contact Louis Llovio at (804) 649-6348 or LLLovio@timesdispatch.com.