JHP goes on site this week in the first of three shop revamps for Indian department store group Shoppers Stop, as the retailer seeks to take advantage of the growing wealth of India’s middle class consumers.
Shoppers Stop has 13 stores totalling more than 37 000m2 of retail space, selling a mix of branded fashion, accessories, homewares, beauty and cosmetics products. The company has an ambitious expansion strategy in place, with 37 stores across India planned by 2007.
JHP’s role includes strategic elements such as location decisions, in addition to architectural refurbishment of existing venues and interior schemes. Initially the group will be working across Shoppers Stop’s two existing stores in Mumbai and Delhi and a new build space in Bangalore.
JHP creative director and joint managing director Raj Wilkinson says the consultancy is creating an overall theme for the chain but the design of each store will feature distinguishing elements.
Cultural sensitivities are also a major consideration. ‘It’s a real journey for us in understanding the culture,’ says Wilkinson. ‘Consumers are cosmopolitan and susceptible to western trends, but still very loyal to their roots. Achieving this Asian and European fusion is a challenge.’
The 5000m2 Bangalore store will be the first to open in April 2004, with refurbishment of the Mumbai and Delhi stores due to complete in 2005.
JHP was appointed in September 2003 without a pitch.