Nautica plans to open two U.S. stores later this year that would have a new store concept to reflect the brand’s reimaging.

The store concept — Nautica Cityscape — features natural white oak flooring and a redesigned storefront. It was first shown in Barcelona and Prague in late 2015. The change in store concept is aligned with the brand’s new image and message: “Inspired by the sea, designed in the city.”

The change is the result of a two-year study interviewing over 15,000 people worldwide to better understand the brand’s targeted consumer and determine what the brand positioning should be. The new approach for both design and marketing emphasizes the brand’s roots in New York City, as well as its nautical heritage. The brand was founded in 1993 by David Chu, where the company remains headquartered. It was acquired by VF Corp. in 2003.

Karen Murray, president of Nautica, said, “By concentrating on our target consumer and having a clearly articulated brand positioning, Nautica is truly being reimagined for a more modern, sophisticated take on nautical style.” She noted that the advertising campaign “speaks to” its targeted customer’s versatile lifestyle.

Some of the re-branding changes are in place for the Nautica spring collection, when consumers will see an extended range of nautically inspired looks and styles that can be worn day-to-night, the company said. More neutrals have been added to the line, while at the same time keeping the brand’s brighter color offerings.

Both men’s and women’s lines have been updated. In men’s, outerwear now has new fabrications and design elements. Further, more wovens, sweaters, sport coats and pants are available to build head-to-toe looks. In women’s, day-to-night staples such as shift dresses, tailored trousers and jumpsuits have been incorporated into the line.

The spring advertising campaign was shot in Manhattan by Anders Overgaard to showcase the city’s backdrop for the street style shots. For fall, the brand’s new direction, as well as more design updates, will be highlighted via a runway show in February during New York Fashion Week: Men’s. The marketing plan for the year includes advertising placement across all media platforms, while social campaigns and partnerships will be aligned with the brand’s top influencers.