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Stylised shopping experience with Turtle

By Nabamita Chatterjee | Vjmedia Works | July 03, 2013

Designed by 4 Dimensions, Turtle's first flagship store in Kolkata reflects the brand's new image as a fresh and contemporary destination for menswear.

In a move to become a holistic lifestyle brand for men, Turtle, a reputed name in the formal wear range recently expanded its retail footprint with the opening of its first flagship store in Kolkata. Built over an area of 1800 sq. ft., the expansive store has been designed by leading retail design agency 4 Dimensions. The flagship store is here to present a unique shopping destination to the youth of Kolkata by offering the entire head to toe menswear collection under one roof. 

"Turtle started its humble journey from Kolkata in 1993 and today we are happy to open the brand's first flagship store in the city. Being the largest store of Turtle so far, this is going to be a one stop destination for men's fashion. Our new eyewear range is already in stores with headwear and footwear coming up shortly,” shares, Shitanshu Jhunjhunwalla-Director, Turtle Limited. He adds that with the changing lifestyle and the trends in the fashion industry, the idiom of wearing cloth has changed a lot. Today this transformation should be visible and reflected in the brand image and retail environment of any high-end store, and that exactly was the brief to 4 Dimensions as they conceptualised the whole interior decor of the outlet.

With new international brands introduced in the country, the local brands have to keep up the look and feel of the store with more of open displays and cross merchandising which invites the customers. "The front facade has been designed keeping more clear and open look. The grey background and copper coated aluminium strips running on it, along the façade just above the entrance showcases the broad and full length of the store. The primary signage has white boxed solid acrylic letter with backlit LED lights,” informs - Nagaraja R, Director - Design, 4 Dimensions. The hanging fixtures, open wardrobes and Victorian white tables offsetting the other fixtures to make it more informal and studio like is the theme which has been played around with.

The store houses fixtures with black framed open wardrobe units, gondolas, SS hanging fixtures and white rectangular tables connecting all of them. The overall grey flooring, greyish ceiling rafters, white bricks along with furniture forms become the signature of the store. "The customers are introduced to the merchandise in each section through a round table where the whole fashion range is displayed and it gives the studio look with dark wood ribbed chair and very basic curve shaped hanging trouser unit encircling the round table. The four rafters in the ceiling connect the store from left to right with everything else in gypsum covered white ceiling. Light fixtures for both product lighting and ambience lightings are strategically placed to highlight the overall store. Various interesting props have also been added to the décor, increasing the visual appeal of the space,” explains Nagaraja R.

The brand has been hugely expanding its retail presence in India and also has got a great foothold in the overseas market including Dubai, Bahrain and Muscat. With revenues of above Rs 125 crore, Turtle is targeting to continue growing at a CAGR of over 30% in the next few years.

Photographs : Madhumita Chatterjee

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