Koskii

VMRD - - Contents - Smita Sinha

Spread across 15,000 sq ft, Koskii Tower gives you a feel of grandeur with its new wardrobe ap­proach. This is the first large for­mat store of the brand, built at the cost of INR 2800 per sq ft. The store gives an en­thralling dekko of eth­nic wear, show­cas­ing age-old tex­tile tech­niques like phulkari, kun­dan, zardozi, aari, nakshi and chikan work.

Koskii, the be­spoke bridal and oc­ca­sion wear brand in Ban­ga­lore, cre­ated a new iden­tity with a swanky flag­ship store, Koskii Tower on Ka­ma­raj road, Ban­ga­lore. Span­ning across 15,000 sq ft, the tower is an abode for lehen­gas, sa­rees, gowns, sal­war suits.

The flag­ship store is de­signed by Ban­ga­lore­based de­sign agency Re­store. The new re­tail iden­tity of the brand helps fa­mil­iarise its legacy while con­nect­ing with newage con­sumers. The store looks ex­pan­sive and as­pi­ra­tional, ex­ud­ing a lux­u­ri­ous feel de­spite ac­ces­si­ble pric­ing of its prod­ucts.

Trac­ing Back Its Roots

Koskii, mean­ing a girl in the Naway­ati lan­guage, traces its roots to the early 1900’s when the silk and cot­ton tex­tile busi­ness was es­tab­lished by Ab­dul Rehman Bad­sha and his four sons in Vi­ra­jpet, Kodagu. The first re­tail out­let, CH Bad­sha and Co was set up in 1914 at Mer­cara. A strong sourc­ing net­work at tra­di­tional tex­tile, weav­ing and kari­gari cen­tres was also built across In­dia to en­sure high qual­ity and de­sign ex­clu­siv­ity. The brand con­tin­ues to rely on the legacy of sourc­ing con­nec­tions even to­day.

The Mina Bazaar oc­ca­sion wear brand was es­tab­lished along­side by Ab­dul Rehman’s grand­son-in-law Sai­fulla Akhtar in Ko­lar in 1992. It opened its door to Bengaluru in 2009 with its first store in Shiva­ji­na­gar. The brand later ex­panded to stores at Ka­ma­raj Road, Chick­pete, Com­mer­cial Street, Jayana­gar, Phoenix Mall & Mantri Square in Ban­ga­lore.

The over 100-year old her­itage tex­tile brand broke away from its tra­di­tional one-store con­cept and took a plunge into build­ing a chain of stores in Ban­ga­lore in 2009. In 2016, Mina Bazaar re­branded it­self as

Koskii with a vi­sion to create a na­tional brand. “We hired BrandVak, a brand­ing agency, in early 2016 to help us with our vi­sion to create a na­tional brand. We were cater­ing to mid­dle and up­per mid­dle class and our pri­mary tar­get cus­tomer was the young bride-to-be. We learned that the word “Bazaar” in our brand name did not ap­peal to this seg­ment and it also de­noted a name that catered to the masses. We were ad­vised by our agency to drop the word “Bazaar” from our brand name. That is when “Koskii” was born. It was hard to let go of a brand name that we car­ried for 25 years but we had to create a fresh plat­form to cap­ture new cus­tomers and new mar­kets,” Koskii CEO Umar Akhter said.

The brand cur­rently has 8 stores in Ban­ga­lore and is set to ex­pand its re­tail pres­ence into Chennai, Hy­der­abad mar­kets. The brand ini­tially rel­e­gated its roll­out to Ban­ga­lore to strengthen its strong foothold in the city. With in­creas­ing de­mand from other parts of South In­dia, it is now plan­ning to move in dif­fer­ent di­rec­tions. Even­tu­ally, the brand en­vi­sions a pan In­dia pres­ence.

New Wardrobe-Like Store

In or­der to make the space more invit­ing, the store has taken the wardrobe ap­proach to make the prod­ucts more ac­ces­si­ble.

The sim­ple de­sign of the store façade makes the store sig­nage stand out. The warm and royal de­sign ID is in­flu­enced by Jaipur’s ar­chi­tec­ture. The aura of the logo and brand­ing is fur­ther used as light­ing fix­ture on the ceil­ing to light up the en­trance of the store. The store uses a nat­u­ral tone and tex­ture and stone tiling.

The new out­let is spread over three lev­els and takes a de­sign of haveli. The ground floor has Le­henga and Gown sec­tion. The spi­ral stair­case is in satin white fin­ish paired with mar­ble treads. The store

front has man­nequins sus­pended from the ceil­ings and also has a unique con­cept of man­nequins seated on swings, dis­play­ing their ex­clu­sive col­lec­tions. The first floor has a mez­za­nine sec­tion, which is meant for show­cas­ing ex­quis­ite bridal col­lec­tions and has a muted oak tex­tured floor­ing, which adds warmth to the space. The mez­za­nine sec­tion has man­nequins sus­pended from the ceil­ings as well. The man­nequins dis­plays their ex­quis­ite col­lec­tions of le­henga and gowns.

The sec­ond floor is ded­i­cated to sa­rees. The store res­onates ‘live the oc­ca­sion’ spirit. It is de­signed to not only cater to the wed­ding day wear but also other oc­ca­sions such as Me­hendi, Haldi, Sangeet and Re­cep­tion.

The store has a ded­i­cated Kari­gari stu­dio for young brides-to-be to come in and free their imag­i­na­tions and give shape to their cre­ativ­ity with cus­tomised de­signs.

Chal­lenges In Build­ing The Store

Talk­ing about the chal­lenges, Umar Akhter, Koskii CEO said, “We had good ex­pe­ri­ence in build­ing stores where the build­ing was ready and all we had to worry was the in­te­ri­ors. How­ever, in this case there was con­struc­tion work in­volved since the en­tire build­ing had to be given a facelift, get­ting the right teams that could do a pro­fes­sional and thor­ough job was a chal­lenge. We lost time in the process and the over­all project was de­layed by a few weeks.”

He also added, “We had to con­stantly bal­ance time and costs and in most cases time trumped over costs. Many a time, we had to make de­ci­sions that were not cost ef­fec­tive from a con­struc­tion per­spec­tive but we gained time and that was cru­cial.”

The Busi­ness An­gle

“With Koskii Tower, we want to el­e­vate the brand and pro­vide an ex­pe­ri­ence that de­lights the shop­per with­out be­ing heavy on their pock­ets. We also aim to be­come the des­ti­na­tion for wed­ding and oc­ca­sion wear in Ban­ga­lore.”

“We want to at­tract wed­ding shop­pers from other parts of the coun­try and the world to shop at Koskii Tower in Ban­ga­lore. Our mer­chan­dis­ing plan will draw an ad­di­tional seg­ment of cus­tomers that are will­ing to spend more on prod­ucts that are of higher value.”

As a busi­ness, the brand tar­gets a sales den­sity of INR 2000 per sq ft car­pet for Koskii’s larger for­mat stores. “Our open­ing month has taken us very close to this tar­get. We are con­fi­dent that we will sus­tain, grow and con­sol­i­date our po­si­tion with pas­sage of time by spread­ing more aware­ness about the store.” Umar said.

The brand aims to hit over INR 35 crore by the end of the fi­nan­cial year.

De­sign

Re­store De­signs

Fix­tures

El­e­men­tal Fix­tures Pvr. Ltd.

Man­nequins

Tranz Man­nequins

Light­ing

Gardler Light­ing , Light Zone

Sig­nage

City sign & Co.

In­te­ri­ors (Mir­ror, Floor­ing, Paint)

D & P In­te­ri­ors

Elec­tri­cal Work

Neo Elec­tri­cals

HVAC

Air­max So­lu­tions

Pho­tog­ra­pher

Arvind Shenoy

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