Thursday, October 24, 2019

Being Human Clothing launches its first Warehouse concept store

By Satarupa Chakraborty | June 21, 2018

Being Human Clothing unveils its “Warehouse” concept store in Guwahati. With a retail expansion strategy focused on smaller towns, the brand also aims at strengthening its presence in the Northeast

Being Human, the clothing brand, globally licensed by The Mandhana Retail Ventures Ltd, opens doors to its first “Warehouse” concept store in Guwahati. Spread over 750 sq ft on GS Road, Sreenagar, this one-of-a-kind concept store is inspired by the look and feel of a warehouse. The store is aesthetically designed with a warehouse base design, set in a background that has industrial feel. The store dons an edgy look with accents of container sheets, yellow floor guidelines and a neutral colour, allowing the merchandise to blend in with the space. The brand has also added subtle elements of metal and wood fittings and rails to create a vibrant yet modern atmosphere at the store.

After its first five successful years in the fashion retail industry, Being Human Clothing is now focused on strengthening its presence in Tier 2 and Tier 3 markets with 21 new stores planned across India in FY 18-19 in cities including: Jamshedpur, Bhubaneshwar, Srinagar, Vapi, Nagpur, Hyderabad, Delhi, Noida, Lucknow, Bangalore, Dehradun, Jammu, Raipur, Meerut, Gorakhpur, Gurugram, Cuttack, Imphal, Shillong and Goa. The new addition in Guwahati is in alignment with the brand’s motive to strengthen its presence in the Northeast market wherein it already has a store in Siliguri and is looking at adding stores in Shillong and one more in Guwahati in the coming year.

Kunal Mehta, Vice President Business Development and Marketing, Being Human Clothing said, “We are proud to announce the launch of our first concept store in Guwahati. The new concept design will be used for all new stores less than 1000 sq ft. We work hand-in-hand with our franchisees and this new concept store is taking one step ahead in building our franchise relations stronger as the CAPEX has been reduced which makes it more viable for our partners. We are focused at enhancing our presence not only globally but also by growing our roots stronger in the domestic market specifically in tier 2 and tier 3 markets as we see great potential in these markets.”

Karan Berry, Creative Head, Being Human Clothing, said, “The main idea behind a warehouse concept with an industrial set-up is to keep our products the key focus in the store. The design and colours are very basic so that it is easily adaptable to any kind of collection or categories that are introduced. Our key purpose was to make an intelligent store with smart design and reduce the cost of the store. We have also used recycled wood, very basic fixtures, bare walls and flooring, keeping it very minimalistic. The warehouse is adaptable and each category is easily identifiable at its right location because of the character and essence it shares. We have played around with more city specific elements like graphics and vinyl decals in the store featuring details like the state pin code and the store address in a broken form, keeping it very basic yet personalised.”



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