Fx Entertainment (FXe), an exclusive importer and distributor of some of the world’s most acclaimed high-end audio-visual brands such as Cambridge Audio, Mordaunt-Short, NorStone and Elipson, has launched an 850 sq.ft premium outlet at MGF Metropolitan Mall, Gurgaon.
Speaking exclusively to IndiaRetailing, Shane Choithramani, MD, Fx Entertainment Pvt Ltd, said, “We chose Gurgaon as we wanted to tap the growing ‘builder community’ that wasn’t willing to come to Delhi for extensive demos. A fully automated store with a ‘customised theatre’ is being used in most new constructions and it made sense for a company of our profile to be present in the midst of all the action. Besides, before us, no other company was offering end-to-end solutions.”
The company has made an investment of Rs.60 lakh on the store, which also includes a fully-automated demo theatre.
Choithramani further said, “We do plan to have more outlets. However, since Fx Entertainment is primarily a distribution house, with over 40 dealer locations retailing our products, we will not open up next to our dealers; so, there obviously is a well-planned exercise before we choose a new location.” Stressing that Chennai and Hyderabad are FXe’s targeted cities over the next 18 months, Choithramani said, “Our penetration into these markets has been slow and painful due to the strong grey markets in operation here.”
The brand is currently present in India across 40 cities with three company-owned stores, one franchised store (in Ludhiana) and 40 dealer stores.