VH Women launches new ID with plug-n-play fixture

The fixturing system works as entire store and reduces the cost and rollout time while maximizing the display density.

The fashion brand from Aditya Birla Fashion & Retail (ABFRL), Van Heusen (VH) has recently launched new store design ID for its Women stores, cutting almost 50% of their already existing rollout cost. Launching two stores already in Chandigarh and Bangalore, the store uses plug-n-play fixturing system. The fixturing system has been developed by Bangalore-based Kalatmak Spatial Systems. VH Women’s new ID will be soon be taken rapidly to metros as well as tier-I and tier-II markets.

Diptendu S Saha, Head – VM, VH – ABFRL, shared with Retail4growth, “Cost reduction was the most important objective of the new ID as we are planning massive rollout across the country. At the execution part, what is most interesting is that we, with Kalatmak, have developed a fixturing system which is pretty much the entire store and it also maximizes the display density. therefore, post the civil work is done, the rollout time has been reduced to only 15 days to execute each store. 

Read the full report in VM&RD May 2019 edition.