Reliance Retail launches Project Eve
Vjmedia Works | June 05, 2017
The new multibrand entity for woman houses M&S's first SIS format and a introduces a few exclusive international brands along with the regular array of brands.
In a pioneering effort to offer an exclusive experiential retail format to women, Reliance Retail has launched a new multi brand retail entity for women, PROJECT EVE. The store in Inorbit Mall Malad spans across 10,000 sq ft which is a unique concept in premium segment with a strong focus on independent and sophisticated women in the age group of 25-40. Reliance Retail has aggressive plans of expansion for the new premium retail format in top 10 cities across the country. The format will also have a café in its standalone stores to come in next few months.
Built with a mission to constantly create new and innovate, the store offers impeccable experience through its elegant ambience, in-store salon, personal stylist, plush trial rooms with lounge area along with a curated collection in apparel and beauty. Some international brands like Saint Tropez and Juna Rose will be exclusively available at Project Eve Store. Apparel collection in Indian and Western wear includes Handpicked brands, own label – Project Eve and an exclusive designer collection by Rahul Mishra. Key brands in Indian and western wear include AND, Kraus, Levis, Vero Moda, Only, W, Swadesh etc.
Built for the discerning woman, the store also offers precious jewellery form Gitanjali Jewels, beauty products from the likes of Chambor, Loreal Paris, Isadora etc and Fragrances from Bvlgari, Issey Miyake, Hugo Boss, Gucci, Elizabeth Arden and many more. Project Eve also boasts of the lingerie and beauty segment in a SIS format with Marks and Spencers. This is the first time globally that M&S has launched an SIS, away from its exclusive store format.
Project Eve’s retail design is crafted especially around women ensuring the design and service languages speaking loudly for women through a few elements like discovery- based aisle structure, international experience & ambience, high street store staff or minute-detailing like twin trial room, charging dockets and express check-out at beauty section. The spacious trial rooms have been thoughtfully designed to pamper women with elegance including detailing like side tables, seating space and light modes for day and evening looks.
The store was launched by Bollywood actor Yaami Gautam with the brand campaign of #MyEvespiration and a social with personalised invites – a unique hand delivered corsage, customised special compliment buttons have been placed around the city prior to the launch.