Launched in 2012, Bombay Shirt Company, an online custom shirt brand for formal wear unveiled its first kiosk at Inorbit Mall, Malad in Mumbai. After their successful online model, the brand has ventured into the physical store format with the launch of their kiosk. According to the company, this will allow customers to walk in and experience the perfect custom-made shirt.
Akshay Narvekar, Director, Bombay Shirt Company said, “Keeping in line with our brick and mortar expansion, we’re going ahead and launching our third such kiosk within Bombay. We have a lot of customers who reside or work in the western suburbs and our presence at Inorbit makes it accessible for them. We’re particularly excited about the design of this kiosk which was conceptualised by Andrew Galuppi, a very talented international designer, who has an expertise in designing retail outlets. Our USP mainly focuses on design of the shirt. People mainly go for collared shirt. If you go to our website you can see a software that customises the shirts. It shows the customisation that you make in. Almost 30-40 different components go in to making of a shirt. As far as offline is considered we hired that type of staff who could understand both design and know how to take measurement and help people through the entire process.”
The kiosk is created out of materials that resemble old wooden pallets or crates, lending it a stylish, uneven look. Narvekar added: “Detailing is in chic dark acrylic mixed with backlit branding .With its international look, the kiosk perfectly captures the brand’s essence and refined style sensibilities.”
On offer are ready-to-wear formal shirts, for both men and women. Visitors will be also able to browse swatches and samples, have their measurements taken, customise their shirts, and place an order on the spot. Narvekar further said: “The collection includes a versatile range of solids, ginghams, prints, stripes and more. Offering the finest Egyptian cotton and pure linen fabrics sourced from some of the largest mills in India and Europe, the brand brings the perfect blend of classic tailoring and contemporary designs.” The price range starts from Rs. 2,000 onwards.
BSC also have a concept of “travelling tailor”, where a tailor of the brand travels to the customer instead of the customer travelling to a tailoring shop. The tailor helps the customer in the design selection, fabrics, colours and other tiny details and then measures the customer to get a perfect fit. After going back at the BSC workshop the customisation is completed and then delivered to the customer in few days.
The company offers a premium and regular range. Each fabric is pre-designed and sizes available are small, medium and large.
The brand plans to expand its reach by launching brick and mortar presences in Bandra, Fort, Vashi and other malls by the end of this year.