Anita Dongre, AND Designs India Ltd
Anita Dongre launched her label AND Designs in 1999, with a 300-sq-ft shop in Mumbai’s first mall, Crossroads. Thirteen years later, AND - the western wear label, Global Desi – the ethnic wear label, Anita Dongre IINTERPET and Anita Dongre Timeless now occupy 100 stores. This SNDT design graduate is slated to become the largest, most profitable and fastest growing Indian designer. What contributes to Dongre’s success is the fact that her garments successfully bridge the gap between luxury and mass market.
do the corresponding stores. AND being a contemporary westernwear brand has a more clean, grey and black color design, while Global Desi is fun, vivacious and spirited so the store design and layout is consistent with that.
How large is the design team?
The design team is spearheaded by me and assisted by a four member design and VM team.
What are the materials that dominate the store interiors?
We are now using more eco-friendly materials like MDF/Particle board with a blend of PU Polish for a distinct look mixed with zig-zag vinyl pattern on partitions and camel/lotus visual prints. Apart from that we have a Jaipur Print decorative block pattern on wall and accessories with china mosaic decorative flooring pattern blended with Jaisalmer stone flooring, which aptly reflects the brand image. While an open ceiling with CDMT Track light adds to the vibrant look and feel of store.
It takes roughly 20 days for a new store design
How often do you change the VM in the store? What are the factors that dominate this change?
The VM in the store changes every week as that keeps the consumer engagement factor high and also given that we have numerous looks and styles we can play around with them for a different look and feel each week. Factors like the festive season, new launches etc determine the VM for the week. Like for instance for Diwali the VM was festive showcasing the popular festive designs across all our stores in the country. The stores were resplendent in the colors of the season, with diyas and lighting etc.