Case study : Safe Enterprises - Evolved fixtures for evolving spaces

Safe Enterprises is a nineteen year old fixture design & manufacturing company, growing at a rapid space of 30 per cent. The business size of the company entails 30000 projects spanning over an estimated 15 million sq ft. The annual turnover of the company is Rs 25 crore. Safe Enterprises has carved a niche in giving standardised retail display solutions and customised display solutions with conversion of architectural drawings into engineered products. Their core competence lies in time and budget management and swift implementation. The clientele of the company includes Future Group, Tata Trent, Landmark Group, KKCL, Himalya Book World, Sweet Dreams, Sleep Ins and Hi Style.  As a part of expansion plan, the company launched a range of exclusive stores in and around Mumbai that would promote the ‘Insync’ product range. Insync stores are designed to help retailers and architects to understand the application of the fixtures designed by the company in different retail formats. The Insync store would carry a range of fixtures developed by the Insync development cell and Safe Enterprises. Accordingly, Insync stores are equipped to replicate store environments using Safe Enterprises’ fixtures to help visualise better.   The company plans to have 30 Insync outlets in different parts of India and the subcontinent by the end of 2012. Insync stores would carry a stock of standardised fixtures range to reduce the start up time of retail stores. The products can be booked at the Insync retail outlets or components can be picked off the shelf.

CASE STUDY

Himalaya Book World is a chain of stores in Hyderabad established in 2002 with 5 outlets all over the city. The company sells a range of products from books and stationery to gift items, and has set up a chain of stores for leather goods called ‘Bag World’.

 Systems provided  

• Grid Partitions: a partition system based on the ‘Grid’ system
• Aluminum concealed channels: with panels & partitions
• Steel: slotted 1X1 stainless steel pipe based display system
• Pukks: the single point system for focal points of the store 
• Customised solution

v      Gift paper holder

v      Book shelf

“With millions of sq ft being converted into retail space and billions of dollars being funded to do so, retail in India is poised to become the epicentre of the Indian growth story. Retail success is dependent on multiple factors, aside from products and services offered. The worth of a product is judged by customers even before he enters the store. So this brings to the forefront the importance of the art and science of designing ‘The Retail Environment’.”

Huzefa Merchant, Director, Safe Enteprises, & CEO,  Insync RPM Pvt Ltd

“The fixtures from Safe Enterprises form an important part of the stores’ branding and image. The turquoise green and white pillars are now a symbol of our brand and put in all our outlets; the display solution provided by Safe Enterprises helped us in creating a dynamic store environment. The flexible and modular displays of our stores are suited to any and all changes, whether they are due to product mix or season. We can change our store layout and configuration without any or little incremental cost to support the addition of new products or to welcome a festival and the increased foot flow.”

Mohammad Rafiuddin, Managing Partner, Himalaya Book World and Bag World