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Anita Dongre takes combined format to New York

By Satarupa Chakraborty | May 25, 2018

Following the opening of Grassroot’s exclusive store in New York last year, the combined format of Anita Dongre’s eponymous label and Grassroot opens its first store in the city. Spread over 4500 sq ft area in New York’s SoHo district, the store has been designed by Mumbai-based design agency LAB.

Designer Anita Dongre has recently taken its combination retail format of her eponymous label and her sustainable fashion brand Grassroot to New York. Spanning across 4500 sq ft at New York’s popular SoHo area, the store has been designed by Mumbai-based design agency, LAB, led by store designer Shonan Trehan. Except for the GC work, all design elements of the store have been manufactured or designed by Indian vendors. The store design merges both core design sensibilities of the respective labels – royal as well as earthy.

The combined format of Anita Dongre and Grassroot has 11 stores in India and this is the first time the format has got an international address, after the opening of Grassroot’s exclusive store in New York last year.

House of Anita Dongre (HOAD) hosts four brands in total including AND and Global Desi. HOAD plans to open a combined number of 40 more stores for the latter brands by end of this year.

 

 

 

 

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