Pernia Qureshi launches first brick and mortar flagship store in Mumbai

Pernia Qureshi has opened Pernia’s Pop-Up Studio, the first brick and mortar flagship store for her multi-brand online boutique, in Juhu, Mumbai.

Pernia Qureshi has opened Pernia’s Pop-Up Studio in Juhu, Mumbai - Pernia Qureshi- Facebook

Qureshi chose the High Tide building in Mumbai’s Juhu district to open her first flagship store. This will be the multi-brand luxury fashion store’s first permanent location after a series of pop-up shop events.

The store has 1,500 square feet of retail space and houses a mix of designers which Qureshi has featured on her online store, Pernia’s Pop-Up Shop. The flagship store allows Mumbai shoppers to see the online store’s offerings in the flesh and private styling consultations are on offer to customers in need of guidance.

Much like on the online store, the shop features a “Pink Shelf” where Qureshi will put her monthly favourites and two touchscreen kiosks allow shoppers to browse the entire online selection in-store. Some of the brands featured in store include Dhruv Kapoor, Nishka Lulla, Pallavi Jaipur, Pink Peacock Couture, Samant Chauhan, and Eurumme. Pernia Qureshi’s own label is also available.

Qureshi’s new venture represents the business’ omni-channel direction as there is a strong online-offline link in the store. Qureshi launched Pernia’s Pop-Up shop in 2012 and the site now has its own magazine and ships worldwide.

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