Madura unveils new retail identity for Van Heusen brand

Madura Fashion & Lifestyle today announced a new retail identity for its premium apparel brand Van Heusen at its flagship store in the capital, with an aim to provide enhanced shopping experience to its consumers.

Going ahead, all the 135 exclusive Van Heusen stores across India where the brand is sold will sport a new look and feel.

"It is for the first time the brand has got a completely new identity, which is very international and premium in nature," Van Heusen Head (Brand Strategy and Planning) Shivaraj Subramaniam told PTI.

The new store has been done by a German architecture firm Blocher Blocher, he said.

"Over a period of time all the stores will be re-designed in a phased manner to provide more access to consumers while shopping and make the stores look more intimate," he said.

Commenting on the cost of the entire re-designing exercise he said: "There is not any significant cost involved, we will put in money as and when each store is required to be redone".

For Van Heusen, the company is targeting a turnover of Rs 1,100 crore FY13 on the back of retail expansion across India, including small cities and towns.

The brand is set for an aggressive expansion with 60 new outlets planned every year.

The Aditya Birla group firm, Madura Fashion & Lifestyle sells premium fashion apparel and accessories for men and women under the Van Heusen and V Dot brands through around 1,000 retail points, including multi-brand stores and conventional trade outlets.

Besides expanding its retail network, the company is also planning to increase its product range by introducing new categories such as eye wear, luggage and shoes for men.