Wednesday 26th January 2011 / Retail Thoughts

Reliance Trendz – India

Taking the best of the west to India

Reliance Industries Limited, India’s largest private sector company, are investing $22 billion in a new retail venture with the intention of taking best in class western retail standards to the booming Indian market.

BrindleyNovak developed the creative store design for the apparel division, Reliance Trendz. Reliance Trendz’ first store was a large shopping centre offering high quality men’s wear, women’s wear, kids’ wear and sportswear with a mix of over 100 national and international brands, including Trends’ own label.

The design solution demanded complete flexibility of layout not only from the modular systems, but also the ability to move product zones around the store as Reliance consolidated the offer and developed their understanding of their customer’s needs.

This gave us a fantastic opportunity to work in India with a powerful business new to retail, to experience the diverse mix of culture and communities and get to grips with the Indian consumers’ changing expectations.

The first store opened in Delhi spanning an area of 30,000 sq ft, followed by 9 pilot stores as part of an aggressive expansion strategy in which Reliance Trends plan to open 100 stores by 2012 and 155 stores by 2013. Reliance Trendz are already the largest chain of apparel stores in India.