ILEX un­veils first store in Kolkata


Founded in 1993 ILEX-Lon­don is an Euro­pean brand which re­cently for­ayed into the In­dian mar­ket with its first exclusive store in the coun­try at Kolkata. Spread over an area of 500 sq. ft. the store is strate­gi­cally po­si­tioned at the sec­ond floor of the high-end Quest mall. Speak­ing on the oc­ca­sion of launch, Sunil Bansal, Founder and Cre­ative Di­rec­tor, ILEX Lon­don said, “It is a mo­ment of ex­treme joy and pride for me to in­tro­duce the coun­try to ILEX. It is even more overwhelming that the launch pad for the brand is my own City of Joy where I be­long. Also, in spite of the po­ten­tial that Kolkata has, it has al­ways been treated as a sec­ond cit­i­zen in In­dia for fash­ion and lux­ury. This urged me even more to launch ILEX in Kolkata first.” The brand aims at tar­get­ing the style con­scious youth across gen­ders. ILEX’s buf­fet of prod­ucts in­cludes totes, hand­held grabs, across body satchels and day to evening clutches along with a collection of small leather goods like purses, wal­lets, belts and lug­gage Sunil Bansal, who con­cep­tu­al­ized the store him­self and com­pleted the decor within six months, shares, “We wanted to give a feel of the stu­dio in­side this space to all our cus­tomers. To­day while con­ceiv­ing any re­tail en­vi­ron­ment one needs to pro­vide an over­all ex­pe­ri­ence to the con­sumers in terms of the prod­ucts, am­bi­ence. To start with we wanted to tar­get a high-end mall and in Quest we also have our com­peti­tors in this cat­e­gory. The mall con­cept is re­ally boom­ing and people come to­gether and spend a good time by shop­ping, thus at this point of time we wanted to be here and not in some high-street.” In or­der to com­mu­ni­cate the brand’s at­ten­tion and care to­wards de­tail­ing of a prod­uct, a his­tory wall has been cre­ated at one end of the show­room. Fur­ther, to give the feel of lux­ury, a fram­ing con­cept has been used to place the prod­ucts with spe­cific light­ing ar­range­ment and high­light the mer­chan­dise. Shan­tanu Ban­er­jee, Mar­ket­ing Man­ager – Re­tail shares, “Kolkata be­ing a city with great her­itage has al­ways wel­comed new brands and it has great po­ten­tial. The price point which we are tar­get­ing is Rs.4990- Rs.20,000 and we have in­no­va­tive prod­ucts for both men and women like travel fold­ers, mes­sen­ger bags and such.” ILEX will also launch their col­lec­tions in In­dia at the same time as in other parts of the world to keep In­dia at par with the lat­est in trends and lux­ury. Ac­cord­ing to Bansal, the brand has plans to open 8-10 stores across the coun­try in the next five years pri­mar­ily in the met­ros and Tier I cities

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.