Project Eve launch followed by plan to reach top ten cities
Straight after opening Project Eve multi- brand stores in three metros, Reliance Retail announced that it has aggressive expansion plans for their new retail format and they aim to reach the country’s top ten cities.
Project Eve is a women centred department store intended to cater to the full range of female fashion and lifestyle needs encompassing lingerie, clothing, makeup, jewellery and accessories, perfume, and traditional wear. Reliance Retail has partnered with Marks and Spencer to launch the English brand’s only global shop in shop (SIS) within the store that sells their lingerie collection and, within the next few months, Project Eve stores will also be furnished with cafes.
So far, the department store has launched in the metros of Mumbai, Bengaluru, and Chennai but Reliance Retail does not plan to stop there. Ten Tier 1 cities is their first expansion target and in order to raise awareness of the retail store, Reliance Retail is also conducting both online and offline marketing campaigns targeting women. The latest of these is their “Catalogue of Me” campaign that is inviting women to come to the retail space for a free in-store fashion photoshoot.
Project Eve has also become the exclusive Indian retailer for two international brands, Saint Tropez and the plus size clothing line Juna Rose. Along with these labels, other international brands including Issey Miyake, Gucci, Huge Boss, Bvlgari, and Elizabeth Arden are now available in the multi-brand stores as well as a large selection of Indian brands.
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