Pernia’s Pop-Up Shop will launch store in Fort’s Ismail Building
Pernia’s Pop-Up Shop is set to open a new store in Fort’s Ismail Building, taking over the space previously occupied by Zara. Spanning 59,350 square feet, the store is designed to enhance the offline luxury shopping experience by offering a significantly larger selection of designer pieces under one roof.
Raw Mango at a Pernia’s Pop-Up Shop store – Pernia’s Pop-Up Shop- Facebook
“At one point, even looking at 500 luxury items in the same space was big,” said Abhishek Agarwal, founder of Purple Style Labs, which acquired Pernia’s Pop-Up Shop in 2018, Vogue India reported. “Meanwhile, this store will have almost 5,000 pieces under the same roof for people to browse.”
Purple Style Labs had recently signed a lease on the historic Mumbai building, ET Bureau repotted, but had not disclosed its intended use until now. Agarwal’s preference for large-format stores stems from their ability to accommodate more customers while improving service. “A large store can enhance the shopping experience,” said Agarwal. “More staff can assist shoppers, there will be additional trial rooms to reduce wait times, and customers will have more space to browse. All these details matter.”
As a multi-brand retailer, the expansive space will enable Pernia’s Pop-Up Shop to introduce a shop-in-shop format, with curated designer sections. “Historically, we stocked by the rack because our stores weren’t large enough for dedicated sections,” said Agarwal. “This store will have a floor-by-floor model, making it easier for customers to find specific categories without navigating all five floors.”
With existing locations in Mumbai’s Kala Ghoda, Bandra, and Juhu, as well as Delhi’s Mehrauli and London’s Grosvenor Street, Agarwal sees Fort as a natural next step. “We’ve taken a bullish approach with this store,” he said. “The engagement and pleasure of offline shopping can never be replaced.”
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