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    Fourth ‘Editions’ launches


    Editions, a premium and luxury pen store from the house of an , has opened its fourth store in India at Khan Market, New Delhi. The 550 sq.ft store houses international brands such as Visconti, Delta, Crone, Think, Online, Diplomat, Rubinato, David Oscarson, Franklin Christoph, Conklin, Parafernelia, Marlen, Stipula, Curtis Australia, Kynsey, Waldmann, Cleoskribent and Naldi.

    In an exclusive interview to IndiaRetailing, T S Ashwin, managing director, Odyssey India Ltd says, “The catchment area of this store will serve the entire Delhi/NCR. Since these brands will be exclusively available with us, we expect customers who are well acquainted with these brands to purchase it from our stores. The total investment in opening this store is Rs.2.5 crore.”

    “A pen collector can place an order for any pen from the catalogue of any of the above brands and the store will source it for the customer within 10 to 15 days, if it is available in stock anywhere in the world. Our exclusive official tie-ups with all the above brands to promote and market their products in India will help us to cater to such special orders,” shares Ashwin.

    “Editions is being launched in malls, as standalone flagship store and as shop-in-shops in Odyssey’s large format stores. The flagship stores will have a much larger range of premium, luxury and limited editions for the pen collectors and others who exclusively use these brands. Customers will experience excellent service standards at the hands of the well trained sales staff with expertise in this product category,” Ashwin informs.

    Currently, Editions has total four stores at Inorbit mall, Hyderabad (748 sq.ft), Ampa mall, Chennai (650 sq.ft), Palladium, Mumbai (937 sq.ft) and Khan market, New Delhi (550 sq.ft).

    Editions is set to launch three stores in May 2010. Ashwin reveals, “The upcoming stores of Editions will be loacted at mall, Bengaluru which will be spread over 720 sq.ft, a 1,302 sq.ft store at , Chennai and a 1,168 sq.ft store at , Delhi.”

    — Diwakar Kumar