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Fila sneaks into Mumbai with its first heritage flagship store

By Rita G Chauhan | October 09, 2018

Fila has launched its first heritage flagship store in Mumbai. The brand is planning to open 6-7 stores in this financial year in other key cities.

The Italian sports lifestyle brand Fila launched its first heritage flagship store in Mumbai at Kala Ghoda, Fort and has put up The Fila Heritage Autumn/Winter Collection 2018 on display. Spread over a 1,400 sq ft area, the showroom has a range of innovative heritage products for sports fashion enthusiasts.

The core design concept of the store is clean and minimalistic. The colonial-influenced architecture, juxtaposed with oversized logo, is configured to reveal the store's exteriors from afar. The staple colours, Chinese Red, Aquatic Blue and White reverberates inside the store with careful product display and visuals. The entire store has a white floodlight, giving it a simple yet premium appeal. Also reflecting its classic-meets-contemporary vibes with iconic red, white and blue colour palette, the muted store interiors serve as the ideal backdrop to highlight a show-stopping and vibrant Fila Heritage Autumn/Winter 2018 collection. While sticking to the DNA of the brand, the store dedicates a focal area with tennis shoes and balls in the shadow boxes and a separate section of Fila’s signature styles. Additionally, the global campaign images are displayed around the store as a visual treat to the eyes.

Speaking on the store launch, MD of Cravatex Brands Ltd, Rohan Batra, said, “We are happy to launch our store at one of the most iconic locations in the city. From our humble beginnings in Biella, Italy, Fila has amassed a heritage of over 100 years that integrates well with this venue. It distinctively complements the brand’s values and defines its personality. A first of many to come, we hope for this store to set the precedent as we continue to firmly dig our heels into the sports fashion segment in India.”

The brand is looking to open 6-7 stores in the remaining months of FY 18-19 in Pune, Hyderabad, Mumbai among other key metros. In India, the brand is planning to invest in exclusive outlets and is considering both tier II and tier III cities in their expansion plans.



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