Cord opens its first flagship store in New Delhi

By

Isabelle Crossley

Published
Jul 12, 2017

Cord will now be selling clothing alongside its bag line in their first boutique opened in Mehar Chand market, New Delhi.

The label is well known for its bags and cites Bollywood stars Alia Bhatt and Deepika Padukone as fans. Moreover, the Meha Chand market area of New Delhi is becoming an increasingly popular choice for designer stores and other high end boutiques such as Masaba and Nappa Dori can also be found there.

Online shopping is currently on the rise in India and the global Boston Consulting Group (BCG) estimated in a recent study that e-commerce will constitute 11 to 12 percent of the domestic fashion market by 2020. When asked why the decision was made to open a brick and mortar store in this current climate, Cord co-founder Pranav Guglani stated that “the idea is to give an essence of our ethos” through the store’s minimalist interior design and props and packaging used throughout. Neha Singh, the other co-founder, also noted that the boutique was designed to “echo our brand language”. In this way, the use of a physical store to build the labels aesthetic and presence was a greater driving fore than possible direct financial gain.

Cord was founded by Neha Singh and Pranav Guglani in 2015 and they describe their brand as “non-standard elegance”.