BRINGS THE ART OF LUXURY TO
SURAT’S NEW CITY CENTER
India’s leading luxury
accessory brand Hidesign has launched its first exclusive boutique at Surat’s
new community-oriented premium lifestyle shopping center, VR Surat. With the
launch of this new boutique in South Gujarat’s only lifestyle destination,
Hidesign brings the complete brand experience to discerning Surti customers.
Located in The Runway, VR Surat’s
international standard fashion arena which is dotted with several first time
international brands that have debuted in Surat, Hidesign’s exclusive boutique
will retail its signature premium leather accessories. Immediately outside the
Hidesign store is the prominent permanent art installation ‘Jal Tapi’,
international artist Paresh Maity’s special tribute to Surat, making the store
location even more special.
Dilip Kapur, President of
Hidesign says, “We are thrilled to launch our latest store in The Runway at VR
Surat, which reflects our brand values and evolving customer profile. The
clean lines, use of natural materials like leather, brass, and wood add warmth
and create an exclusive experience for the Hidesign customer. Designed as an experiential
shopping destination, VR SURAT offers an unparalleled platform to launch
Hidesign in South Gujarat. Surat has been a key market for Hidesign and with
the opening of this boutique, our customers can enjoy a great connect with the
brand.”
Anupam Yog, Marketing Director of
Virtuous Retail says, “VR Surat has firmly established its community
credentials in less than 3 months of opening on Dumas Road, Surat’s vibrant
go-to destination for all Surtis. We believe the culturally rich ecosystem that
we have created facilitates quality footfalls and enhances dwell time – both
important parameters for premium brands such as Hidesign. We are delighted to
partner Hidesign in their journey into a new, untapped market which we believe
holds enormous potential for the brand and we look forward to working together
in our other Centers across the country.”
The store showcases an extensive
collection of products ranging from handbags for women, travel bags, laptop
bags, messengers, cross bodies and briefcases for men. An extensive range of
small leather goods like wallets and belts are also available at the new store.
THE STORE DESIGN
Taking only 30 days of
construction, the store is custom designed by Gudjon Bjarnason, the acclaimed
Icelandic artist and architect, who has previously conceptualized Hidesign’s
boutiques across India in the past.
The Hidesign store at VR Surat
presents customers with a complete brand experience. Features such as a cash
counter with the cantilevered canopy, the main signage with 3D backlit letters,
wooden horizontal display shelves, and the leather walls are true to our ethos
of custom designed exclusive stores. Glowing custom-made solid brass display
racks merge beautifully with the trademark warm and cheerful colour scheme of
the store, in brown, cream and white. A tradition followed by Hidesign, the
fixtures of the store are hand-made in natural materials such as wood, brass
and leather, creating fresh and unusual designs that the brand is known for.
ABOUT HIDESIGN
Founded in 1978 by Mr. Dilip
Kapur, Hidesign is a lifestyle group, which re-defined the vision of luxury in
India through an ethos of high quality, ecological values and personalized
service. Hidesign has established its name through its iconic leather brand
based on strong heritage of craftsmanship and innovation. Staying true to its
core values, the group has extended its concept of lifestyle by opening two
luxury boutique hotels in Pondicherry, Le Dupleix and Promenade.By keeping its
focus on a classic contemporary fashion statement with timeless yet edgy
design, Hidesign caters to a highly savvy and sophisticated urban professional.
The leather collection includes handbags, clutches, briefcases, wallets, laptop
cases, belts and garments. Hidesign stands out for its high quality natural
leather and the smooth soft glow of its solid brass fittings.
With a global presence, the group
has become one of the first Indian brands to be retailed at premium
international outlets – John Lewis, Selfridges and House of Fraser in the UK,
Myers and David Jones in Australia, Stuttafords in South Africa, Parksons and
Robinsons in South East Asia. Hidesign has grown to 84 exclusive stores and a
distribution network in 23 countries. In India, the collection is available
at all exclusive Hidesign outlets and leading retail stores like Shoppers Stop,
Lifestyle, Centrals, The Bombay Store, Westside and Landmark.
ABOUT VIRTUOUS RETAIL
Established in 2007, Virtuous
Retail (VR) is an institutionally owned developer-operator of community-oriented
premium Lifestyle Shopping Centres in India’s top cities. Virtuous Retail’s
pan-India portfolio includes prime city centre locations in Bengaluru, Chennai,
Mumbai, Pune, Surat and Kolkata making it the leading platform of quality
retail real estate in one of the world’s most attractive consumer markets for
organized retail.
Virtuous Retail combines global
expertise and local knowledge to create high performance retail environments
with strong urban connections. The company’s long term vision is to create new
social hubs for the urban Indian consumer. It does this through
"Connecting Communities™" – a platform for cultural festivals,
public-private partnerships and cross-border collaborations that encourage
civic pride, strengthen the local economy and enhance the city’s brand
image.Virtuous Retail is sponsored by The Xander Group Inc., a leading emerging
markets investment firm, which has committed US$ 600 MM in equity to the
platform.
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