Raymond’s Park Avenue to return with new retail concept

This November, Raymond’s youthful clothing line, Park Avenue, will re-open its first New Delhi store after a brand and retail makeover. The New Delhi store will not be the only of its kind and by the end of the financial year there will be around four to five stores of new brand identity. The company expects at least 30 stores. And as Sharad Walia, Brand Director, Park Avenue explains the new retail identity is a store which does not look like a store in the exact definition. It looks more like a photo studio where a person can come and experiment. These stores will not have lighting all around but there will be impact lighting. There will also be fluidity in space. So, unlike the traditional format of stores which use block for categories, the display of clothes will be seamless.

Every information that is needed to give to the consumer right from the facade to the cash counter will be available as it is movable and it creates like an illusion that it is a small road. The store plans are ambitious but the aim is to propel the label into a younger market with a strong statement.