Indian brand-operator and manufacturer Arvind Mills has opened a discount fashion store in Chennai, which it wants to write a new chapter in Indian value retailing.
The 30,000 sq ft Megamart Outlet Centre, which has been designed by London-based design consultancy JHP, represents a new strategy for Arvind Mills, which until now has operated Megamart as a small chain of 2,000-5,000 sq ft outlets.
The format will provide Indian shoppers with an entry point for brands in a contemporary department store-style environment, according to JHP director Raj Wilkinson.
The store has two floors and, as well as a product offer that includes men's, women's and kid's causal and smart clothing, it has a marketplace and a cafe. If successful, it will be rolled out to other major Indian cities.
Sanjay Lahbai, managing director of Arvind Mills, said: "In total, we have 75 stores across the country, all of which are doing well. This has given us the confidence to open our first Outlet Centre. It should be a great store which has a Sale on every day."
Currently, the Indian value retail store model - as seen in rival Brand Factory - is a bare concrete shell where everything is red throughout, indicating the discount offer.
Wilkinson added: "We provided much more of a department store experience with calm neutral finishes with a strong logo accent of red and controlled brand fit-outs.”
The format will provide Indian shoppers with an entry point for brands in a contemporary department store-style environment, according to JHP director Raj Wilkinson.
The store has two floors and, as well as a product offer that includes men's, women's and kid's causal and smart clothing, it has a marketplace and a cafe. If successful, it will be rolled out to other major Indian cities.
Sanjay Lahbai, managing director of Arvind Mills, said: "In total, we have 75 stores across the country, all of which are doing well. This has given us the confidence to open our first Outlet Centre. It should be a great store which has a Sale on every day."
Currently, the Indian value retail store model - as seen in rival Brand Factory - is a bare concrete shell where everything is red throughout, indicating the discount offer.
Wilkinson added: "We provided much more of a department store experience with calm neutral finishes with a strong logo accent of red and controlled brand fit-outs.”
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