Splash Reloaded: Relaunched store in Palladium has a concept fit for the new-age customers
Splash Fashions is one of the biggest retail conglomerates in the Middle East as well as in India. Founded in 1993 as a single-brand store in Sharjah, in the United Arab Emirates, Splash has grown to over 220 stores and 55 brand stores across 14 countries incluidng India, Middle East, Pakistan, Tanzania and Libya.
Having been present in Chennai for the past five years at Phoneix MarketCity, Splash has now relaunched its store in Palladium mall with a whole new format, a concept they are introducing in Chennai for the first time.
“Chennai is a great market for us and therefore we have attempted to bring a slightly upgraded look and feel for the store. The new concept is going to be a facelift for the brand itself,” says Abhinav Zutshi, the COO of Splash.
In the newly launched store, Splash has introduced three new private labels namely, Boho, L’hom and Splash Denim. While Boho is more of Indo Western clothes, L’hom is mostly formal wear and Splash Denim has an expansive collection of denim wear.
“With the latest concept of introducing interactive media such as Ipads in the store, we have made the store more consumer-friendly than how it used to be. Using the Ipads that are placed at the store, the customer can browse through an endless aisle of products without having to physically go there,” says Abhinav while adding that customers can choose to collect their purchase right after shopping or can have them delivered.
“Splash is a brand that promotes smart fashion. We do not do any extreme fashion. We are not trendsetters either. We do commercial and affordable fashion that people will appreciate. Having been in the industry for over 25 years, all that we have learned has been used to improve the product as well as the customer’s experience,” Abhinav shares.
Splash now has its Summer line in the store. The men’s line is inspired by the colour neon whereas ethnic designs and floral prints dominate the women’s line this season.
“As an Indian brand, our sensibilities are Indian. The designs we have are made to fit the Indian body type as well as its weather,” says Abhinav while adding that a lot of focus is on organic cotton and linen which are used make comfortable clothing.
With over ten Splash stores opening this year, Abhinav says Splash is looking at expanding across the country by opening its outlets in like-minded locations, especially in malls. Their next store is set to open in Amritsar later this month.