A part of Italian fashion house Benetton Group, United Colors of Benetton (UCB) is looking soon to bring its new UK store format to India. Markedly, the apparel brand had launched its latest flagship store in London this March and plans to replicate the same in India, starting with Delhi.
This was made know by Benetton India Chief Executive Officer and Managing Director Sandeep Chugh, recently.
Referring to India is the brand’s most vital markets outside the home market, Chugh reportedly told, “It [India] is the number one subsidiary outside Italy and there’s a great deal of focus on the Indian market. We have just rolled out a store in London – our latest flagship. Soon, you might see a store on the similar flagship format in Delhi also. This is the kind of significance India has for the Benetton.”
Located at London’s Oxford Street, the 1, 500 sq. ft. store, a treat for an eye, spans three distinct stories that stock the men’s, women’s and kids’ ranges, markedly.
Importantly, the store design is the handiwork of the Benetton’s in-house design team and its exterior 12-metre high archway is inspired by traditional architecture, whilst the innovative outdoor LED screen showing interactive content curated by the brand’s in-house research centre, Fabrica, lends an avant-garde feel to the exterior.
Further, the use of natural materials like wood, iron and stone provides a soft and calming effect on the store ambience.
Moreover, the store also boasts of technology features like touch-screen tables and interactive screens, a string of payment stations across the shop floor instead of the conventional checkouts and alike.
Notably, Benetton came to India some 25 years ago and launched its flagship brand UCB in the country. In 2006, the company decided to also introduce its other fashion label Sisley in India.
And whilst, the company’s brand folio comprises UCB, Sisley and Undercolors of Benetton, it, however, has exclusive stores only for UCB and Sisley here.
Significantly, the brand is well-spread out today, covering not only tier-I and -II but also tier-III and -IV cities as well. By the end of FY 2017, the retailer was operating more than 700 stores, including exclusive stores, pan-India.
The objective is to enhance the offline retail shopping experience that UCB has been providing to its Indian customers. With e-commerce dominating the market, it has become important for global brands to make the difference they operate physical stores. UCB expects an increase in customer base in India with the launch of this new concept.