VR SURAT’S 1ST POP-UP SHOP “ATOSA” TO SHOWCASE UNIQUE ETHNIC COLLECTIONS

To display range of over 150 designer items this weekend @ The Arc Luxury Fashion Lounge

Surat, October 26

This festive season, VR Surat, Gujarat’s world class lifestyle destination, introduces Gujarat to a host of exclusive labels never before found in the region. From Friday, October 25 to Sunday, October 27, shoppers from the city and the region will be treated to a fashion fiesta as Mumbai based multi-brand designer wear store ‘Atosa’ showcases over 150 unique ethnic designer collections at Surat’s first-ever experiential shopping pop-up store located in The Arc, VR Surat's 20,000 square-foot luxury fashion lounge.

The designer collections that will be showcased include Shyam Narayan Prasad- shalwar kurta sets, Studio Virtues tunics and sets, Krishna Mehta, Priyadarshini Rao, Shruti Sancheti, Ravage, Vasavi Shah, Divya Anand, Myoho, Rriso, Hirkani, Alpa and Reena among others.

The Atosa Pop-Up Shop at VR Surat offers experiential shopping at VR Surat, which is rapidly impacting consumer spending habits and influencing national retail trends.  Shoppers will be able to peruse the pop-up selection in a spacious and modern environment befitting international brands.

In keeping with the festive season, the merchandise at the new store is a mix of bright colours. With Diwali around the corner, Indian silhouettes will dominate this collection. There will be some pretty tunics for the young and upbeat girls that don't necessarily want to go completely Indian. A mix of natural dyes, block prints and interesting textiles will complete Atosa’s product mix. Also, a dash of accessories to team up with the ensemble will sum up the look for this the season.

Aparna Badlani, fashion enthusiast, curator and co-owner of multi-designer store Atosa, said: “VR Surat is pioneering and spearheading a fashion revolution in the region and we at Atosa are pleased to provide shoppers with a glimpse of the best designer collections from across India. VR Surat’s world class infrastructure and unique concept of connecting communities through art, entertainment and culture provides the perfect platform for showcasing high end fashion at the Arc luxury lounge.” 

Paresh Mishra, VR Director of Operations of the Western Region, said: "Most of the buying is happening right now in the metros and we, at VR Surat, are changing that by making luxury brands available in Surat – the fastest growing consumer market in the western region. We hope to target all the customers who (are) buying from Mumbai or Delhi or even the Middle East or Western world. The opening of Zara in November is another example of how VR Surat is shaping shopping habits.”

Packed with unique outdoor and indoor experiences, VR Surat is anchored by Zara, Marks & Spencer, Shoppers Stop, Westside and INOX, and will open in 3 phases. VR Surat's Phase I opening saw the launch of over 75 brands, many of which have debuted in Surat and Gujarat. Alongside its Phase-II retail launch during the festive season, “VR Surat” with its retail partners showcases the best of Indian and international premium brands such as Zara (to launch in November), Marks & Spencer (to launch in October), Zodiac, Peter England, Clarks, Helios, SVM Bowling & Gaming, Being Human, MAC, Sisley, Monte Carlo, Jade Blue, Ethos, Clinique, Nautica, GANT, BIBA, Pizza Hut, Subway, McDonalds, Punjab Street, and Wok on Fire, among others.

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 real estate retail 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.

About Atosa

Bombay's beloved multi-brand designer wear store Atosa was started by designers Aparna Badlani and Azmina Rahimtoola offering an eclectic mix of Indian designers as well as an interesting mix of South East Asian designers for the very first time. Labels like ‘Desmond Yang’, ‘All Dressed Up’, ‘AWOL’, and ‘Chai Gold’ that have a great following in Singapore and Thailand share the rack space together with Indian designers with razor sharp silhouettes and avant garde sensibility – all under one roof. ‘Atosa’ – named after a Persian princess – is located at Aman Villa, Anant Vihar, in a quiet lane in Khar, Mumbai. Spread is over 1,000 sq ft, the store that is actually a modern bungalow that’s contemporary yet minimal in its ambience, and, matching its name, is synonymous with all things beautiful and luxurious.