Ritu Kumar unveils new store at Quest Mall

Ritu Kumar, the veteran fashion designer of the country launched yet another store in Kolkata at the famous luxury shopping precinct Quest Mall. Located on the second floor of Quest, this destination houses the pret brand Label Ritu Kumar. Spread over an area of approximately 1100 sq ft, the store also has the classic Ritu Kumar collection. This is the third store of the designer in the city after South City Mall and Woodburn Court Road.

Speaking to VM&RD, the designer said, "Label is a brand for young urban India and with the new store, we aim to reach out to the young urban fashionista's of Kolkata city. Quest Mall caters to the high-end luxury market and it is important to have an indigenous fashion brand there as well and hence we felt there is immense potential in opening our doors to a different Kolkata audience.”

On the visual merchandising strategy for the storefront and the interiors Ritu Kumar mentions, "The location of the store being on the second floor and in the proximity of similar Indian designer labels and premium brands, it had to be suitable for our patrons to locate us easily. The visual merchandising for the store is in line with our brand philosophy. Open ceilings with spherical lighting lend an industrial look to the store which is enhanced by iron bars segregating the Label and Ritu Kumar sections. Two of the walls and fixtures like nesting tables and cash counter bear the signature Ritu Kumar prints while the rest of the surfaces are an interplay of white and grey. The store design has been done internally with the support of an architect. Here the design language is in line with the brand philosophy of open, warm and young space and all our Label store reflect the same.”

The store has got an eclectic collection of Label Ritu Kumar with racks of evening and day wear dresses, tunics, tops, skirts and stylish pant suits catering to contemporary women of today, while a part of it also has the classic Ritu Kumar collection of indo-western salwar suits and kurtis which are perfect for everyday or work.

Talking about the response of the store and expansion of the brand, Ritu Kumar opines, "We have received a phenomenal response from Kolkata. Quest is currently one of our top performing Label stores in the country since its launch. While working on the retailing aspect of the brand we felt there was a gap in our reach in the city and thus Quest launch has helped us reach out to a new clientele which will be very beneficial in the long term for us. Also at present the brand is on an expansion spree Pan-India and currently has close to 40 stores across the country and Dubai, we are aiming at taking this number to 80-100 in the next 3-4 years.”