"Red Chief Embraces Fit India Movement with style furor" - D'ART

Red Chief revamps complete range of footwear and extends to casuals & fitness clothing arena, Launches first Global Retail Design Identity at Lucknow. Aims to provide complete fashion & fitness solutions under one roof. End Quote

(1888PressRelease) March 30, 2020 - Lucknow - Red Chief has recently taken everyone by surprise by opening a grand flagship store at Chandralok.

Red Chief is a well-established Indian brand that has secured a reputed name in domestic as well as international market exclusively based on the quality of leather footwear. The Company has strong fundamentals & has endeavoured to carve a niche for the company’s
envisioned ambitious role towards acquiring more fashion customers across the global markets. With the opening of the first flagship store “HOUSE OF REDCHIEF” at Lucknow, the Company aims to re-define the perspective of existing customers towards the established image of Red Chief and offers a complete range of footwear, clothing & accessories to address all fashion as well as fitness requirements. Nearing to Women Day Redchief specially announced and launched LAMOURE, a complete required range for today’s women.

The credit for conceptualization & spectacular design of the store goes to D’Art, a company which enjoys rapport of being stylishly innovative in design & professionally committed company.

The Management of Red Chief shared with media at the launch of the Store and said
that Red chief is a legendary brand with Indian roots. This brand legacy evolved into various brands, categories and extremely interesting products line for consumers who seek style and quality together. Therefore our brand was seeking a "Flagship Global Retail Identity" to serve all brands and diverse product categories in a far more meaningful manner. We roped in D'ART, one of the world's leading retail design agency to deliver this challenging task. The storyline and design root is borrowed from Redchief which is "Rugged" "Tough" "Sporty" Active and Smart, with a splash of brand colours defining and introducing each brand product and category in a unique colour code way.

Redchief is extremely happy to see how beautifully the vision got transformed into reality by D’ART.

Mr. Syed Shahnawaz Zaidi – Director Strategy, D’Art, spoke to our correspondent and shared strategy that they wanted to have a meaningful layout of the store which completely revamps the image of Red Chief and the same time motivate people to adopt fashion without compromising comfort. Accordingly to Sameer Khosla, Creative Director who conceptualized the store said, that the store has an arena for customers to try out the products and check their suitability. The store is equipped with Experience zone like basketball court & Wall climbing. Visibility zones like Signage converted in TRI-VISION and CONVEYER BELT ON CEILING establishes the talk with consumers and shows 170+ SKU’s at one go.

Most importantly we are traveling in the era of the digital age. Therefore the store captured the right mix of offline and online elements. Hence a completely a phygital store
To add on some more spark, it also has a self-checkout point, where customers can buy products online as well.

Deepak Kumar – Director Operations shares his experience that it was highly challenging to deliver something that never existed before. Design is a dream to and achieving the same in reality was a shier hard work with quality precision and various iterations to ensure we achieve 100% of what we actually designed. I am really happy to have this store delivered to the desired design standards.

We intend to deliver more such models across the country, please keep tuned...

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