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Friday, Dec 13, 2002

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Provogue to say Cheers to shopping

Our Bureau


HIGH-END shoppers could soon find yet another option — the places they spend their money in could be shops by day and bars by night. If what Acme Clothing Pvt Ltd, the owner of the `Provogue' brand of premium garments, is planning to do takes shape, one can spend time and money on shopping for lifestyle goods at `Lounge Bar' during the daytime and taste a premium range of liquor in the evening at the same venue.

Disclosing this to newspersons, the Acme Clothing Director, Mr Salil Chaturvedi, said the company has already bought the premises required for opening such lifestyle shop-cum-bars in Mumbai recently. `Lounge Bar', which is getting ready under the supervision of leading architects and interior designers, is set to open before the year-end.

`Lounge Bar' would be open for 18 hours a day. There would be nine hours for shopping, after which the store would convert into a bar. Stating that Acme Clothing had plans to open similar shop-bars at major metros and cities across the country in phases, Mr Chaturvedi said regulatory approvals were required for such a move as it involved labour laws.

Provogue, which currently has 45 showrooms and 110 shop-in-shops across the country, plans to expand its network aggressively in the near future. It plans to open 12 more exclusive showrooms in various cities before the current fiscal ends. The company also plans to develop Provogue into a lifestyle brand by introducing toiletries, leather goods and footwear soon.

As against the sales of Rs 28 crore achieved in the previous fiscal, the company expects to close the current fiscal with revenues of over Rs 45 crore. Stating that Provogue would also aggressively focus on export markets, Mr Chaturvedi said the brand successfully portrayed itself as an international quality premium range wardrobe brand for men and women.

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