Wildcraft ropes in UK’s Dalziel & Pow for new store concept

Bangalore-headquartered retail chain Wildcraft has brought UK-based design group Dalziel & Pow on board to create a new store concept to woo Indian customers towards outdoor sports. Launched in 1990, the company recently unveiled a new brand identity, product range and marketing strategy as part of its plan to build the Indian outdoor segment.

The brand’s revitalized presence includes a newly designed logo and theme alongside new additions to its product portfolio. Wildcraft’s leadership believes that this fresh approach combined with the aggressive expansion of the brand over the past few years could exponentially grow the company’s share of the two billion dollars (over Rs 12,600 crores) Indian outdoor market.

The mandate for Dalziel & Pow is to create a fresh store design on the theme of a ‘Sensorial Awakening’, where the interiors would focus on engaging the customers while highlighting outdoor clothing and accessories. Features such as rope ceilings, real foliage, gobo lighting and full scale graphics of jungle scenes are being planned to create the ambience.

Wildcraft, is one of the country’s first brands to offer performance-driven outdoor gear, now aims to define the Indian outdoor segment through a series of bold moves.