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Sri Lanka's Ranjanas diversifies beyond sarees
Dec '11
Sri Lanka based Ranjanas (Pvt) Ltd has diversified beyond its specialization in sarees and bridal wear by opening a mega outlet 7 Stories in Wellawatte, a suburb of Colombo.

The company has invested LKR 600 million for its new 7 Stories outlet. Going beyond the company's traditional value family store concept, the new outlet would serve as a destination that provides complete family solution, with collection to lure all members of a family.

While the six decade old Ranjanas store in Pettah will remain the main store, the new 7 Stories mega store would cater to elite high-end customers.

Intending to be a trend-setter, Ranjanas will present the domestic buyers with high-end fashion designs through its new outlet and is already in talks with Indian designers for designing entire range of exclusive fashion wear to cater to needs of a family.

More than 50 brand assortments like 109 degrees F, AND, Color Plus, Louise Phillippe, Van Heusen, Ethos, Montblanc, Chemistry, Rayban, Anita Dongre, Adidas, Vogue, Spikar and Crocodile are all being displayed at the new 7 Stories outlet.

The new outlet would serve the needs of different segments, with each storey allocated for a different category of consumers, with higher focus being attached to teen segment.

Ranjanas would eye the forthcoming Christmas season for enhancing sales and will also float promotional offers like offering loyalty cards to long-standing customers, so as to benefit them more. The firm's marketing strategy is not only focused on product offering but also covers a service attribute.

Fibre2fashion News Desk - India

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