Allen Solly has recently launched its first exclusive kids store at the Phoenix Mall located in Bangalore, in an interpreted design identity of its mother mainline flagship.
Having drawn in men and women, the 1744 established brand Allen Solly has now set its sights on the little ones with its first kids store at the Phoenix Mall in Bangalore featuring a kiddie interpretation of its new retail identity launched in a flagship in June last year. Spread across 740 sq. carpet area, this new store is located at the kid’s zone of the Mall. “The Phoenix Market City Juniors exclusive store is the first step that we have taken towards accomplishing our objective in creating a large business for Solly Juniors. So far the brand has been selling in our mainline exclusive stores and through departmental stores and multi brand outlets across the country. The new store is keeping the brand proposition alive in a never before manner and is making shopping exciting for the kids and the parents. The store, the retail identity and the merchandise command attention and stand out,” explains Suman Saha, Brand Initiative Manager, Women's wear, Kid's wear and Accessories, Allen Solly. The conceptualization was done by Dalziel & Pow and 4 Dimensions, the same design agencies that developed for the mother brand in mainline exclusive stores. “We wanted to create similar atmosphere specifics to the junior’s category,” avers Amit Pande, Retail Director at Allen Solly. He further informs, “Identity of the mother brand was adapted for the 'Juniors' concept store and the brief mentioned to the agency, was to develop the personas of the boy and girl character and express that in the unique Allen Solly way.” The basic elements of Allen Solly identity which include white and wooden flooring, columns with brick tiling, fancy lights, and cornices can be viewed similarly at this new store because of its wide acceptance and easy conversion possibility. “In terms of identity, the brief was to keep the elements same as the regular Store so that if required it can be converted to Men’s or Women’s store without much change and further Capex investment,” shared Bipin Barma, Group Manager Projects, Allen Solly.