Central downsized

Retailer to transform from a mall to departmental store.

The large format retailer, Central, of Future Group has undergone a makeover from being a seamless mall to a departmental store. The store will now have special focus on private labels and with a new positioning tagline, the retailer will be looking at smaller boutique-like formats along with its existing large-sized stores.

According to Jitendranath Patri, National Head Marketing, Central, Future Group, Central is moving away from a concept of a mall, which is a different animal to tackle. This concept though confused the consumers initially, but today we would rather be perceived as a department store offering affordable mid-level brands in the lifestyle space.

The retailer is being pitted against other multi brand large format retailers including Lifestyle and Shoppers Stop.

Through Central, Patri plans to offer products with a wider price brand to make fashion more affordable.

The first small format store has been opened at Orion mall in Bangalore where it already has three large-sized stores. The retailer further plans to open 4-5 stores within this year and expand its reach to cities such as Mumbai where stores present are very far flung.