Redjacket has created a store format for Daminis, an east London retail group catering to the UK’s “second generation” Asians.
The chain plans to break into the mainstream, and managing director Mo Mohindra says his immediate ambition is to secure a concession within Selfridges.
Daminis, which is currently a three-strong chain, has installed the Redjacket format in its Southall store, and will similarly modernise its Leicester branch.
Daminis sells contemporary Asian fashions, aimed at the 25 to 30 age range, with prices averaging 180, but going up to 2000, per garment.
“We wanted a very western look, but something that could cope with Asian garments, which tend to be longer, and harder to display. They also use very vibrant colours,” says Mohindra.
See News Analysis, page 7