The White Crow plans to open four stores in India by March-April 2020. As of now, there is one store in Ahmedabad which opened early this year. The White Crow, run by Reliance Brands, addresses the needs of fashion conscious and aspirational consumers of luxury. The brand is based on the concept of mixed merchandising as against the usual shop-in-shop format and the categorisation based on products rather than brands. The White Crow presents a uniquely curated fashion collection from over 44 premium brands.

Spread across 8,000 sq ft, the store in Ahmedabad has brands like Superdry, Salvatore Ferragamo, Scotch & Soda, Adidas Originals, Brooks Brothers, Onitsuka Tiger, G-Star Raw, Steve Madden, Armani Exchange, Coach, Diesel, Replay, Dune, DC Shoes, Canali and Kate Spade, among others. The products themselves are divided under fashion and lifestyle categories – casual wear, formal wear, customisation section, fragrance library, handbags and shoes, collectibles, luggage and tableware. The store is an example of a contemporary retail format built from a close understanding of what the consumer prefers and how they behave -- right from the store design to the brand selection and the shopper experience. The mixed merchandising format is customer-friendly, helping shoppers pick from a plethora of choices across all the categories offered in the store.


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