Indian retail conglomerate calls in German design house to create new concept.

Indian fashion and lifestyle retailer Shoppers Stop, which operates large-format department stores, home stores and specialty stores across the country, is implementing a new store design concept for its department stores nationwide.

The new concept is the work of German architecture, design and branding firm Schwitzke, with the first store opening last month in Ambience Mall Vasant Kunj, New Delhi.

“The objective behind this exercise was to upgrade the shopping experience at our stores,” said Shoppers Stop customer care associate, MD and CEO Rajiv Suri. “We engaged Schwitzke to help us conceive this concept that offers a modern shopping experience to our customers in line with what is happening globally. Carrying all our categories and spread across 60,000sqft, the new outlet opened in Delhi reflects the latest aesthetics in-store design.”

The new design will be applied to all the retailers’ department stores going forward.

“Every year, we open between five and seven department stores,” said Suri.

“These will all be rolled out in the new design format. Anywhere between five and seven existing stores will also get renovated annually to upgrade the shopping experience. It will take us some time to renovate all the department stores, but I think there will be continuous evolution on the concept itself. There could be another upgrade to this concept considering frequent and constant changes in digitisation. So there will be small amendments/updates as we go on.”

The rollout of the new design will be gradual, with touches and visual elements of the concept temporarily added to the existing 83 Shoppers Stop stores across the territory prior to each location’s full fit-out.

The company has earmarked a third of its profits for upgrade and renovation of its store network, with the remaining funds allocated to setting up new stores and IT systems upgrades. The firm plans to open 25 new stores this year.