RAMMS India, an MAA group company into retail solutions, has been appointed as retail consultant for an exclusive store in Kenya, housing European luxury crystalware, glassware and tableware from ARC International.
The project, commissioned by the East African Glassware Mart (EAGM), a Kenyan company, is estimated at Rs 1 crore per store. This marks RAMMS India’s first international project.
“The challenge here is to bring a multi-brand into a small space and yet capture the essence of each brand,” said Kannan, President, RAMMS India. “This being an exclusive store, we are now working on a store brand concept that will define luxury and exclusivity,” he added.
RAMMS India will provide a range of services, including store brand creation, store planning, in-store communication, and visual merchandising. The luxury brands to be featured in the store include Cristal D’Arques, Studio Nova, Mikasa, Salviati, Luminarc and Arcoroc.
Based on research undertaken in Kenya, RAMMS India found that “the consumer relates to European style with a French connotation as an ‘ideal luxury’ statement when it comes to luxury table/crystal and glassware”.
The attempt will be to replicate this ambience, and the first store, covering an area of 2,500 square feet, will be located in Nairobi, Kenya. This was slated to open in the winter of 2005, and EAGM planned to take the luxury stores to other African countries as well, said a RAMMS release.
RAMMS India, which looks at retail identity as a specialised competence it can offer clients, is confident that this project is the first of many more to come. Kannan added, “The future of retail consultancy in India is promising. Today, more and more international retail groups are looking at India as a serious option since we are in a position to offer international class retail designs at economical costs.”
EAGM are importers and distributors of glassware and tableware in East African nations, with offices in Uganda and Tanzania.