Early last year, The Tata Group’s retail arm, Trent Ltd, announced that is reportedly looking to triple revenue to INR 15,000 crore over the next decade. Trent operates the Zudio Westside, Star Bazaar, Landmark, Zara and stores. To be able to achieve this ambitious target, Noel Tata, Chairman of Trent, wanted the brand’s retail presence to be well entrenched across the country, and the opening of more stores. Not wanting to lose any momentum, he set a target for his retail to open 28 Zudio stores within 28 days.
Ashley D’cruz, Head, Store Planning and Projects at Tata Trent took this as a challenging opportunity, which was also a tad intimidating, especially when one considered the number of fixtures and shop fitting that would be needed for the rollout of each store. He decided to work with InSync Shop Fittings for the execution of this ambitious project, which spanned over 1.75 lakh square feet. After all, since In Sync was associated the brand since its inception, Insync was best suited to keep pace with the retail acceleration that Tata Trent had in mind.
Due to its long-standing collaboration with the Zudio, InSync had a clear understanding of the store identity, which comprised over 35 product SKUs. Over the years, it leveraged its Forte shop fitting solution and custom built a range of floor units, browsers, trial rooms, display tables and cash desk and cashback counters. These were then replicated at the newly opened outlets with greater ease, as the Tata Trent team got rolling with the retail acceleration.
“The Forte shop fitting solution forms the structural heart of the retail identity and is used both for wall bays and floor units. Using our standardised engineering was a key factor in the success of the roll out being achieved as planned, since this solution is designed for quick and easy manufacturing and installation,” explained Salim Merchant, Managing Partner, InSync Shop Fittings. Besides Forte, InSync also built modular cash desk and cash back units that are finished with solid acrylic tops, and produced browsers and hanging rails for floor display along with stepped tables and podium for the 35 product lines.
The company was able to deliver the project within the promised deadline – a feat that was appreciated by the Trent team. Complimenting this, Ashley said, “Achieving the accomplishment of opening 28 stores within 28 days would not have been possible without the unstinted support of Insync Shop Fitting’s design and installation team. Their timely delivery of fixtures and ready team of installers ensured that all stores were handed-over on time. Despite the huge volumes of fixtures to be manufactured for 28 stores within a short span of time, there were absolutely no compromise on the quality of the materials delivered.”
Going forth, InSync plans to deliver another 15 more Zudio stores by the end of February, 2018. It promises to be in sync with the aggressive retail roll out that Tata Trent has outlined for the brand, with quick fix shop fitting solutions.