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Virtuous Retail & Le Mill debut pop-up outlets at VR Surat

May 20, 2014 (India)

Just in time to make summer more stylish, VR Surat, Gujarat’s world-class lifestyle destination, introduces Surat to a host of exclusive international fashion, accessories and home décor labels never before found in the region. 
 
Starting May 15th, 2014 until Friday, August 15th, 2014, shoppers will have access to the chic Mumbai based multi-brand home and fashion store, Le Mill in their own neighbourhood. For a period of three months, VR Surat will be home to the first ever “Le Mill Fashion & Home Pop-Up Outlets”. 
 
Modeled on the concept of the American “Factory Outlet” store, the Le Mill Fashion & Home Pop-Up Outlets will be located in 2 separate 800 sf stores that are specifically designed to host brands in a pop-up format. The Outlets will offer authentic past seasons of designer fashion, accessories and home décor products with fantastic price reductions. Among the designer fashion collections on offer at the Le Mill Fashion & Home Pop-Up Outlet at VR Surat are international stalwarts such as Phillip Lim, Alexander Wang, Isabel Marant, Vanessa Bruno, Saloni and Thakoon. The accessories on offer are equally impressive and are crafted by the likes of Mawi, Shourouk, and Pamela Love. 
 
Finally, in the home décor segment, shoppers can take their pick from linens, cushions, china, cutlery and glasses from acclaimed designers such as Marianne Guedin, Baobab, Cutipol, Sabre, and Memento. The Le Mill Fashion & Home Pop-Up Outlets at VR Surat offer experiential shopping, a concept that is rapidly impacting consumer spending habits and influencing national retail trends, while at the same time bringing a flair of International opulence to the city. Shoppers will be able to peruse the pop-up selection in a spacious and modern environment befitting the international brands on offer. 
 
Speaking about the novel concept at VR Surat, Cecilia Morelli-Parikh, curator and co-owner of multi-designer store Le Mill, says, “Virtuous Retail is pioneering and spearheading an experiential retail revolution in the region and we at Le Mill are pleased to provide shoppers with a glimpse of the best designer collections from Le Mill. VR Surat’s world class infrastructure and unique concept of connecting communities through art, entertainment and culture provides the perfect platform for showcasing our products.”
 
Anupam Yog, Marketing Director, Virtuous Retail added,"We are delighted to host Le Mill at our inaugural Flagship Center in Surat. We believe the pop-up store format is an innovative and practical way for a brand to test a micro-market for its products, and we are pleased that this initiative has received an enthusiastic response from retail entrepreneurs looking at new markets.”
 

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