India’s leading fashion lingerie brand SOIE has announced the launch of its second exclusive store in Mumbai at Pheonix Marketcity, Kurla on 2nd June, 2015. The store was inaugurated by the leading fashion designer Archana Kochhar who has also curated the apparel collection for the store. Following the success of its five existing SOIE stores in the country, the new store will showcase the SOIE by Archana Kochar collection exclusively.
Known for her global design sensibilities, Archana Kochhar has been associated with SOIE since the beginning. Launched in 2015, SOIE by Archana Kochhar is an exclusive range of apparels that offers stylish and incredibly comfortable garments that are essential in every girl’s wardrobe. Created while keeping current international trends in mind, the collection is all about femininity and attitude, and is available at unbelievable prices.
Announcing the launch of new store Nitin Raj, Marketing Head, SOIE commented, “It is a feeling of great pride of expanding our services and also enhancing our customer connect. With Archana Kochhar curating the collection at the new store, the customers will have an experience of superior and elegant merchandise, with unmatched services and ambience.”
I visited the store today it’s situated in the first floor of Phoenix Market City, the store is 1500+sq cm spacious and wide and is the walls are cream in color. The store welcomes its customers through its tall glass door opening. There is only one staff member and one cashier. The staff members are ready to help and are uniformly clothed in an orange top and black trousers. They have some really nice matching panties and bra sets. Pared-down simplicity, the brand has a honed range of lingerie, created in fine fabrics, which are carried from season to season allowing the repeat customer to replace and add to their lingerie collection. The product range is displayed in a clean, simple store fit, with a cool, Grey and white- with peach/pink accents and clean floors, neatly combining the brand’s corporate colours.