Neerus - the Indian Ethnic womenswear brand opens their largest store in Bangalore and Hyderabad
Riding on Indian ethnic expansion and providing contemporary and affordable fashion to Indian women and youths, Neerus recognized by Yana Gupta as their face, opens yet another and largest store 18000 sft in fast developing Retail high street at Dilsukhnagar, Hyderabad. This is their third large format store in less than 6 months after opening in Mantri Mall and Jaynagar, Bangalore.
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a sprawiling fashion jewelley section by yuva
an imposing facade of hyderabad store
-- Neerus is synonym with Yana Gupta, who adorns their retail stores and communication. She has become a recognized face for Neerus and riding on that success Neerus opened yet another and this time largest store of 18000 sft 5 level store in Hyderabad. Known for affordable yet fashionable and new style ethnic wear for women and young ladies, Neerus provides entire range from tip to toe including fashion jewellery in their stores. The store in Mantri Mall and Hyderabad has been designed by DFC, (Design For Change), a FRDC company based in Bangalore. Keeping the design non intimidating Neerus stores welcome all class of people who are looking to buy modern and fashionable yet durable ethnic wear for daily and occassions. Having 3000 sft of Jewelley area and dedicated Wedding sarees areas, the Hyderabad store in Dilsukhnagar will start the retail heat up in this fast developing high street market.
The store is 60 feet high and is 50 feet wide. The awesome facade of store welcomes the passer by and you cannot miss it. It provides the perfect competition to neighbours. DFC while designing the store keeping customer profile in mind for that area, also provided an experience which would be welcoming, warm and clutter free usually found in such large format stores. Mr. Sanjay Agarwal, director at DFC, FRDC, said that we planned the store in a manner that it does not resemble yet 'cluttered Indian bazaar', which is very familiar with the target consumer which this store will invite. He says that Neerus stores in Mantri Mall and Hyderabad have been designed and planned keeping their target customers and their buying behaviour in mind. We do not target SEC A+ in this store in Hyderabad and hence the experience is non intimidating for even SEC B+. As the average shopping time of customers and their family is large in these stores, you need to provide lot of seatings, and hence ergonomics of all furniture change in these stores, as compared to westernized departmental stores which are more self browsing mode.
The lighting design is very special and consumes 50% less than any average similar store without compromising on quality and illumination required for ethnic and wedding wear. Air conditioning is also energy efficient and it reduces consumption by 25% or so due to reduced lighting load. The materials used are maintenance friendly and overall the store is executed in lesser budgets than what is spend on similar stores.
Notes to Editor
DFC, is FRDC (Future Research Design Company) company based out of Bangalore. FRDC provides 360 degrees of Retail design services to Indian and International brands and specializes in Green design. Currently working with clients like Tata International, ITC Ltd, Viveks, Spencer retail and lot of other brands, DFC's strength is in understanding Indian consumer and Retailers. Providing Consumer friendly and Business friendly Design based solutions DFC and FRDC emphasize lot on research and analysis.
