Indian ethnic womenswear brand Neerus is synonymous with Yana Gupta, who adorns their retail stores and communication. The brand has opened stores in Bangalore and Hyderabad recently.
Neerus opened its largest store of 18, 000 sq feet, a five-level store in Hyderabad.
Known for affordable yet fashionable and contemporary ethnic wear for women, Neerus provides an entire range, including fashion jewellery, in their stores.
The stores have been designed by DFC, (Design For Change), a FRDC company based in Bangalore. Keeping the design non intimidating, Neerus stores welcome all class of people who are looking to buy modern and fashionable yet durable ethnic wear for daily wear and occassions. With 3,000 sq feet of jewellery area and a dedicated wedding sarees section, the Hyderabad store in Dilsukhnagar is well located in this buzzing high street.
While designing the store, DFC kept in mind the customer profile of the area. Sanjay Agarwal, Director at DFC, FRDC, explained that the store was in such a way that it did not not resemble a `cluttered Indian bazaar`.
Th Neerus stores have been designed and planned keeping their target customers and their buying behaviour in mind. Since the brand does not target SEC A+ in the store in Hyderabad, the experience is non intimidating for even SEC B+. As the average shopping time of customers and their family is longer in these stores, the ergonomics of all furniture change in these stores, as compared to westernized departmental stores, which are more in a self-browsing mode.
The lighting design is very special and consumes 50 percent less than any average similar store without compromising on quality and illumination. Air conditioning is also energy efficient and it reduces consumption by 25 percent due to reduced lighting load.