By: Smita Sinha
Last updated : September 26, 2019 11:48 am
The White Crow, first opened in Ahmedabad early this year, is based on the concept of mixed merchandising, and is designed to bring Indian and global premium brands together under one roof.
“Our White Crow stores in Chandigarh and Hyderabad are under construction and we have signed on two more White Crow stores. By March-April 2020, we will have five TWC stores after the success of Ahmedabad store, which is doing extremely well,” Darshan Mehta, President and CEO, Reliance Brands told Retail4Growth on the side-lines of India Retail Forum 2019 held in Mumbai.
Also read | Reliance Brands acquires Hamleys for Rs 620 cr
One of the most interesting aspects of TWC is the concept of mixed merchandising, as against the usual shop-in-shop format and the categorisation based on products rather than brands. The store thus presents a uniquely curated fashion collection from over 44 premium brands.
“We are scheduled to open in the current year 100 stores and we are well on our target to open 100 plus stores across our portfolio brands,” Mehta said.
RBL , which acquired British toy retailer Hamleys for Rs 620 crore in May this year , has opened 25 Hamleys store between April until September and will continue to open more stores.
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