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Mineral steps out

Mineral steps out
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First Published: Mon, Jul 11 2011. 08 06 PM IST

The interior of the store.
The interior of the store.
Updated: Mon, Jul 11 2011. 08 06 PM IST
Mineral, which has had a presence at Shoppers Stop and Central stores around the country, recently opened its first stand-alone store in Infinity 2 Mall in Malad, Mumbai.
“Stand-alone stores are very much a part of our game plan. We are a very young brand and are looking to open a lot more stores,” says Jaydeep Shetty, founder and CEO of the clothing brand.
The interior of the store.
In Mumbai alone, designer Priyadarshini Rao’s label is slated to open in Colaba, Bandra and Thane. Shetty’s team has just finalized a Linking Road location for the Bandra store. Shetty admits to preferring mall locations, where the infrastructure to manage stores is already in place. “Colaba and Linking Road are the only two high-street shopping zones in the city and it takes a lot of energy to keep an independent store going there. With customers increasingly moving towards malls, it just makes sense to go for a mall location,” says Shetty.
The 900 sq. ft store in Infinity 2 Mall is well stocked with a collection that embodies the trans-seasonal ethos of the label. Windows are dressed in vibrant montages against canvas backdrops. The interior is painted white, with a wood floor that is an understated setting for the medley of colours, prints and textures that make up the collection. And how is the new store doing? “It was a slow start, but sales have been very good this month,” says Shetty.
Fashion, Store, Label, Designer, Retail, Mineral, Lounge Exclusive
Read other articles by: Viseshika Sharma
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First Published: Mon, Jul 11 2011. 08 06 PM IST
More Topics: Fashion | Store | Label | Designer | Retail |