Home Retail Forever21 breaks the 4K psfpm barrier. Emerges as the game changer for...

    Forever21 breaks the 4K psfpm barrier. Emerges as the game changer for DLF Place


    DLF Place Saket’s plans to position itself as a fashion-forward mall and a premium destination for all the leading fashion and beauty brands are on the move. In an exclusive conversation with Indiaretailing.com, Benu Sehgal, Mall Head, Mall Management, DLF Place Saket, shared that “We are carefully focusing on bringing in more fashion and beauty brands as most of our leases expire in 2015, and we are looking to fill-up around 20-25 per cent area through these two key categories.”

    Forever 21 opens first store in Tamil Nadu in a bid to expand nationally
    The store will feature the retailer's other brands, including 21MEN, a line of fresh, fast fashion for men of all ages; Love & Beauty a cosmetics line; and Forever 21's lingerie and shoe line

    Speaking on the impact the brand Forever 21, which has a partnership with DLF Brand’s in India, she informed, “The brand has changed the game for us as we were lagging on the fashion category earlier, was the only fashion anchor that we had in the past. Forever 21 has great  brand recall amongst the youth and it is attracting the kind of footfall which we were aiming at. The per square feet sale of Forever 21 is around Rs. 4000-5000, the store sprawls over an approximate area of 14,500 sq.ft.”

    On the other critical F&B category, Sehgal, revealed that, “Almost 21 per cent area in our mall is covered by good F&B brands. Amici Cafe and Cafe Delhi Heights are few of the new entrants in the mall. , is expected to open their store in the month of March,  this will be the maiden store of in Delhi NCR. The Mexican Fast Food Restaurant from the house of Yum! Brands is already present in Bengaluru and Mumbai.