Crab­tree & Eve­lyn launch their first store in Kolkata

VM&RD - - WASSUP! -

Crab­tree & Eve­lyn, known for their nat­u­ral range of prod­ucts based on fruit, flower and plant essence, was founded in 1972 by Cyrus Har­vey. A pioneer in botan­i­cal for­mu­la­tions for over 40 years, Crab­tree & Eve­lyn blends beauty reme­dies and home com­forts from na­ture. This her­itage is re­flected in its name: Crab­tree, from the crabap­ple tree, the orig­i­nal species from which all cul­ti­vated ap­ple trees have de­rived, and Eve­lyn, from John Eve­lyn, the 17th century re­nais­sance English­man who wrote one of the first im­por­tant works on con­ser­va­tion and whose motto, ‘ex­plore ev­ery­thing, keep the best’, in­spires the brand to this day. This UK based lux­ury brand hav­ing a com­plete range of bath. Body and home prod­ucts un­veiled their first store in Kolkata on the sec­ond floor of the Quest Mall. Hav­ing made their de­but in In­dia in 2012 with their Delhi store, this 300 sq.ft. out­let is their ninth store in In­dia. The theme of the store for the month is roses to cel­e­brate the up­com­ing Valen­tine’s fes­tiv­i­ties. Thus the ranges in spot­light are Eve­lyn Rose and Rose­wa­ter Flo­ral fra­grances. “At Crab­tree & Eve­lyn, we be­lieve your hands de­serve the same level of care as your face. That’s why we’ve cre­ated a nat­u­rally in­spired hand care collection of cleans­ing, mois­tur­is­ing and age-de­fy­ing prod­ucts,” shares Jhelum Biswas Bose, Mar­ket­ing and Com­mu­ni­ca­tions Man­ager, Crab­tree & Eve­lyn, In­dia. The store is de­signed as an English still­room- a room where pro­duce and pre­serves would be stored and soaps and lotions would be made. The store has a very pleas­ant and luxe en­vi­ron­ment with wooden floor­ing, white walls and the sig­na­ture Crab­tree print of iris and rose on the wall­pa­per that truly re­flects the flower-based na­ture of the brand’s mer­chan­dise. While speak­ing about the launch Jhelum fur­ther shares, “We al­ways wanted to bring this brand here in Kolkata and this city which is very con­scious about beauty and we are avail­able in Delhi, Mum­bai, Pune, Ben­galuru, Chen­nai and now the City of Joy. It is a very young brand in In­dia and within this short span of time we have nine stores. We selected Quest be­cause it is the most hap­pen­ing place right now and we have a good mix of brands and this kind of a brand need a plat­form like this. We feel that we will have the right tar­get au­di­ence here. The guests ap­pre­ci­ate the flo­ral aes­thetic of the store which re­flects the brand’s English her­itage while they ex­pe­ri­ence the wide range of prod­ucts.”

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