ILEX unveils first store in Kolkata

Founded in 1993 ILEX-London is an European brand which recently forayed into the Indian market with its first exclusive store in the country at Kolkata. Spread over an area of 500 sq. ft. the store is strategically positioned at the second floor of the high-end Quest mall.
 
Speaking on the occasion of launch, Sunil Bansal, Founder and Creative Director, ILEX London said, "It is a moment of extreme joy and pride for me to introduce the country to ILEX. It is even more overwhelming that the launch pad for the brand is my own City of Joy where I belong. Also, in spite of the potential that Kolkata has, it has always been treated as a second citizen in India for fashion and luxury. This urged me even more to launch ILEX in Kolkata first.”
 
The brand aims at targeting the style conscious youth across genders.  ILEX's buffet of products includes totes, handheld grabs, across body satchels and day to evening clutches along with a collection of small leather goods like purses, wallets, belts and luggage.

Sunil Bansal, who conceptualized the store himself and completed the decor within six months, shares, "We wanted to give a feel of the studio inside this space to all our customers. Today while conceiving any retail environment one needs to provide an overall experience to the consumers in terms of the products, ambience. To start with we wanted to target a high-end mall and in Quest we also have our competitors in this category. The mall concept is really booming and people come together and spend a good time by shopping, thus at this point of time we wanted to be here and not in some high-street.”  
 
In order to communicate the brand's attention and care towards detailing of a product, a history wall has been created at one end of the showroom. Further, to give the feel of luxury, a framing concept has been used to place the products with specific lighting arrangement and highlight the merchandise.
 
Shantanu Banerjee, Marketing Manager - Retail shares, "Kolkata being a city with great heritage has always welcomed new brands and it has great potential. The price point which we are targeting is Rs.4990- Rs.20,000 and we have innovative products for both men and women like travel folders, messenger bags and such.” ILEX will also launch their collections in India at the same time as in other parts of the world to keep India at par with the latest in trends and luxury.

According to Bansal, the brand has plans to open 8-10 stores across the country in the next five years primarily in the metros and Tier I cities.