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Trunal Sahuji
इस खबर को सुनने के लिये प्ले बटन को दबाएं।
Reliance Retail’s fashion and lifestyle brand AZORTE has just unveiled what it calls India’s only fashion “neo-store” at Phoenix Marketcity, Mumbai.
The store spans 14,881 sq ft.
On opening day, actress Khushi Kapoor inaugurated the new space.
What Is a “Neo-Store”?
Merging Physical & Digital
AZORTE’s neo-store isn’t just another retail outlet. It fuses technology with in-store design.
Thus idea: a seamless experience between online and offline.
Key Digital Innovations
Some of the first-of-its-kind features include:
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Smart trial rooms that suggest product combinations.
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Interactive digital screens for “endless aisle” — showing items beyond what’s physically on rack.
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RFID & QR code tech to ensure stock transparency and better inventory tracking.
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Self-checkout counters for fast, frictionless exits.
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Frictionless check-in & in-store navigation to help customers navigate the space.
Therefore features aim to reduce waiting, improve discovery, and make the shopping journey more intuitive.
Layout, Proposition & Brand Positioning
All Under One Roof
The new store houses womenswear, menswear, kidswear, and accessories.
Overall concept is to offer a full fashion spectrum in one place.
A “Safe Space” for Expression
AZORTE describes each store as “Your Safe Space”. Firstly it wants customers to experiment with style, feel comfortable, and express themselves.
Secondly the design aims to be inclusive, immersive, and welcoming.
Urban Market Focus
With this flagship in Mumbai, AZORTE is doubling down on key urban markets.
Voices & Stakeholders
From AZORTE Leadership
Dhaval Doshi, Head of Marketing, said the store is more than retail — it reflects how today’s generation experiences fashion.
Hence also emphasized that visits should feel like “discovery” — not just shopping.
From Phoenix Marketcity / The Phoenix Mills
Vikas Shetty, SVP & Retail Director of The Phoenix Mills Ltd., welcomed AZORTE warmly.
He also stressed that AZORTE enhances the mall’s fashion & lifestyle mix.
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