Customised design solutions

Fahad Jamil, Director, Amity Intext Pvt. Ltd, talks about the role of visual merchandising in retail stores and solutions that the company offers in an interview with the Retailer

 

Retailer: How do profile your design firm?

Fahad Jamil (FJ): We started the company in 2003 with a clear vision to be the most preferred name in the field of construction, interior designing and execution. With civil and mechanical engineering backgrounds and relevant domain experience of the directors, the company soon established itself as a leading name in its field. Lately, retail has become our specialised area with more than 2.5 lakh sq.ft of retail space already executed. We provide industry-specific, end-to-end, fully customised retail design solutions of high quality and standard. Our expertise covers services, which include conceptualisation, store planning and execution, designing and fabrication of fixtures, racks and furniture, visual merchandising and graphics.

 

Retailer: What is the procedure of providing your VM solutions?

FJ: Our strategy is to start with the assessment of client’s product portfolios, requirements and basic understanding of the target customer-base. Prime focus is how to use shopfitting as a tool to maximise storage space and achieve the most gratifying visual display of the merchandise. Every rack and shelf should not only be in place but also complement the products and overall ambience. Everything - from ceiling, flooring, painting to type of lighting and shelving - is selected to bring about an aesthetically-stimulating effect to the store. Once we are ready with the concepts and designing part, our project team takes over to get the execution completed within stipulated time and, finally, we hand over the site.

 

Retailer: Which companies are your clients?

FJ: Our clientele includes some of the leading names in retail sector. We started with Triveni Khushali Bazar (Triveni Retail Ventures Ltd, retail initiative of sugar conglomerate Triveni Engg. & Industries Ltd) for whom we completed more than 1 lakh sq.ft of retail space for their semi-urban format stores across UP and Uttaranchal. We have done maximum number of stores for Sabka Bazar (Home Store India Ltd) in NCR this year. Already, we have finished about 1.5 lakh sq.ft of retail space for them. We have recently bagged their biggest outlet in North India – 18,000 sq.ft in DLF Galleria Mall in NCR. Other clients include ZOD Club, Zodiac, B3 Apparels, Subhiksha mobiles, TATA Chemicals, NEWMAN, Levi’s and Costa Coffee.

 

Retailer: What is your USP?

FJ: Our USP would definitely be the fact that we are one-stop-shop offering services that cover conceptualisation, store planning and store designing, designing and fabrication of fixtures, visual merchandising and graphics to complete civil and interior execution work including everything from paint, POP, woodwork, glass, acrylic, signages to electrical, air-conditioning and security systems.

 

Retailer: What innovations have you introduced in store-designing?

FJ: Our innovative approach has helped us introduce a lot of new types of material in execution like galvanised steel, wrought iron and paper laminates.

 

Retailer: What constitutes your core strengths?

FJ: Our core strength lies in the strict quality parameters that we follow in all aspects of our job - right from designing to execution. We are an ISO 9001:2000 certified company and we ensure optimum quality standards in our works.

 

Retailer: How has Indian retail design industry evolved over the years?

FJ: Well, from an obscure industry until some years back, retail has lately become perhaps the fastest sector in India. Currently, the sector is growing at 13 per cent and will touch approximately Rs 23,600 billion in 2010-2011 from approximately Rs 12,880 billion in 2007-2008. All those associated with the industry are upbeat about developments. Shop-fitting in itself will become a Rs 10,000 crore segment.

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