stores to meet at IGDS forum in Colombo this month

Retail professionals from some of the World’s top department stores are due in Sri Lanka this month for a three-day conference that will generate valuable exposure for the country’s retail sector.

The 10th Commercial Director Conference of the Intercontinental Group of Department Stores (IGDS), the world’s largest association of department stores, is to be hosted in Colombo by ODEL, the only Sri Lankan member of this exclusive group. Representatives of IGDS member department stores will attend the event, which takes place from 27^th to 29^th February 2012.

ODEL is one of the newest members of IGDS, having been conferred membership in January 2011.  Among the association’s members are some of the leading and most respected department stores in the world including Selfridges, Saks 5^th Avenue, Printemps, Parkson, Beco, FEDS, Shopper’s Stop, M&S, Woolworths, Central, Lotte, Matahari, Ruston, and Tangs.

“The decision of IGDS to convene the annual IGDS Commercial Director Conference in Colombo exposes Sri Lanka to some of the largest retailers of the world and represents a significant opportunity for the country’s innovative home grown brands,” said Otara Gunewardene, ODEL’s founder and CEO. “It will facilitate the establishment of business links that could help these brands venture into overseas markets.”

She said delegates to the conference would be looking out for suppliers of unique products that they can have in their stores. As the host of the 2012 conference, ODEL is considering offering a few select local brands an opportunity to make presentations at the event with the objective helping them to start trade links with the participating members, Ms Gunewardene added.

During the closed sessions of the conference, delegates will make and view presentations on a number of topics, including the IGDS Trading Platform, Assortment Planning, and e-commerce and its impact on merchandising.

Last year’s IGDS Commercial Director Conference Asia was hosted by Central Retail Corporation in Bangkok, Thailand.

IGDS was founded in June 1946 in Lugano (Switzerland) by eight European Department Stores. The key drivers to create IGDS were the need to share expertise and to combine purchasing power. The organisation comprises of one of the most unique and vibrant retail networks in the industry: 33 members from 31 countries, with total sales of over US$ 60 billion. Membership is exclusively reserved to leading Department Stores worldwide and limited, normally, to one member per country/region. The admission of a new member is subject to the acceptance of a majority of existing members.

IGDS acts as a platform for interaction between CEOs, senior managers and specialists of member organisations, organises conferences and seminars on pressing issues; explores and supports synergies between members and collects and disseminates information on the latest industry practices.

A unique of feature of this event, ODEL’s first fashion show of the year, is that winners of Embark’s ‘Be a Pashionable Person’  campaign of 2010 will be among those who take the ramp at the fashion show with their dogs. Several other dog lovers and their adopted dogs will join them on the catwalk.

The new ‘Niko the Spy’ collection follows two other collections launched by Embark in 2011, ‘Niko the Flirt’ and ‘Niko & the Bandit.’

The collection comprises of Men’s, Ladies and Kids T shirts, Loungewear) and accessories.  New additions include slippers for kids, car accessories, a range of slim and glow-in-the dark wrist bands, new styles of T shirts with crew necks, V necks and polos, and drape vests and jackets for ladies. For those who fancy themselves as Bond girls, the range offers Boyfriend shorts with slogans which convey just the right measure of attitude.

The new ‘Luv SL’ store offers a range of fashionable items including casual clothing, accessories and stationery, mugs, picture frames, toys, cosmetics and toiletries, curios and confectionery retailed under the Luv SL brand.

ODEL’s first ‘Luv SL’ concept store was opened at the ‘The Courtyard’ -- the shopping precinct at the former Dutch Hospital complex in Colombo. The products chosen for that store are available at the new store in Kandy, and include products of Colombo Jewellery Stores (CJS), Dilmah and Spa Ceylon.

A collection of products promoting Kandy is also available at the new store. These products draw inspiration from Kandy and its environs, such as local temple paintings, traditional motifs, cross stitch work and beadwork and flowers from the ‘Liya Wela’ including the lotus, pineapple flower, and the Sapu flower.

To maintain their authenticity, some of these Kandy related products will be sourced directly from the locality, the company said. This would ensure high quality of products, with Kandy being renowned for exquisite craftsmanship, and would also enable tourists visiting the city to collect unique and stylish souvenirs immediately associated with Kandy.

“We are excited about the potential for the Luv SL brand and this new store at Queen’s Hotel,” ODEL’s Divisional Merchandising Manager Thilina Dassanayake said: “Kandy is a popular tourist destination, and this store will be an important addition to the attractions the city offers visitors, while providing residents with yet another unique shopping experience from ODEL.”

The ‘Luv SL’ store at Queen’s Hotel is the second ODEL store in Kandy. In May this year, ODEL opened a store at the Kandy City Centre mall (KCC), across the road from Queen’s Hotel, and further expanded its offering in Kandy recently with an exclusive Men’s store at the same location.

With these Loyalty Cards, customers can accumulate Loyalty Points on qualifying purchases at all ODEL stores in the country excluding the outlet at the Bandaranaike International Airport.

Under the scheme, a purchase of Rs 100 earns one Loyalty Point. At the point of redemption one Loyalty Point is equivalent to Rs 1, a considerably higher value than that assigned by many loyalty schemes operating in the country at present, ODEL said.

“The loyalty of our customers has been the biggest source of encouragement to us over the years,” said Otara Gunewardene, ODEL founder and CEO. “We are now rewarding that loyalty in a way that enables us to further strengthen our engagement with our customers.”

She added that the introduction of the loyalty scheme at the peak shopping season of the year, would enable customers to start accumulating points immediately.

In addition to exciting points, the Loyalty Card will expose its users to numerous exclusive promotions and discount offers that ODEL is planning to launch in the upcoming months, the company said.

Any customer who makes a purchase of over Rs 100 and is more than 18 years of age is eligible to sign up for a free ODEL Loyalty Card at any of the ODEL and ODEL Luv SL stores. At the flagship store at Alexandra place, customers have the option of using iPads which have been deployed at the store to apply for the card.

Customers can accumulate points without the card by simply giving their loyalty card number, but they must present the card to redeem Loyalty Points. Loyalty Points cannot be earned or redeemed for purchases of food, beverages or gift vouchers at ODEL outlets or for online purchases via the company’s website. A minimum of 100 Loyalty Points must be accumulated in order to redeem points for goods at an ODEL store.

The ODEL chain in Sri Lanka comprises of a department store at Alexandra Place, outlets at Kohuwala, Maharagama, Mount Lavinia, Moratuwa, Panadura, Nugegoda (Warehouse), Dickman’s Road, Ja-ela, Majestic City, Crescat (Backstage), Battaramulla, Kiribathgoda, Wattala, Kandy and at the Bandaranaike International Airport and a ‘Luv SL’ outlet at the Dutch Hospital Shopping precinct.

Close to 1,500 square feet of space has been allocated to the ‘Men’s’ department next to ODEL’s original store on the third floor of KCC, the premier shopping complex in the hill country capital.

The opening of the new ‘Men’s’ Department has paved the way for expansion of the ‘Ladies’ and ‘Kids’ departments at the original store, which opened in May 2011. The new Men’s department’s interior uses a mix of wooden and steel tones to give it an eclectic and rustic look and feel. The store has an expanded collection of clothing and a new jeans collection.

International fashion labels such as US Polo, Indicode and Gate One have been introduced, substantially widening the already extensive offering of trendy and high-quality casual wear. The department also offers contemporary formal wear.

Top fashion retailer to promote Sri Lanka inspired fashion, accessories, souvenirs & more with debut of new concept store

A love for Sri Lanka and things uniquely Sri Lankan has inspired top fashion and lifestyle retailer ODEL to launch a sub brand for a range of home-grown products in the fashion, accessories, souvenirs and household items categories that are to be retailed in a new format of stores.

The new brand ‘Luv SL’ made its debut at ‘The Courtyard’ the shopping precinct at the former Dutch Hospital complex at Echelon Square, which has been renovated as part of the government’s programme to give Colombo a face-lift and with the view of converting the destination into a tourist attraction while retaining its original Dutch architecture.

Comprising of 1,200 square feet of space, this new concept store is to be followed by a second Luv SL store at Queen’s Hotel, Kandy, the company said. The Souvenir departments at the flagship ODEL store at Alexandra Place will also ultimately be rebranded with the same name.

The colourful, distinctly tropical materials and motifs imbued in traditional Sri Lankan objets d’art have been utilised to produce a wide spectrum of products ranging from casual clothing and accessories to stationery, mugs, picture frames, toys, cosmetics and toiletries, curios and even confectionery that will be retailed under the Luv SL brand.

The Luv SL stores will offer products from ODEL, ‘Backstage,’ ‘Embark’ and ‘Delight’ -- all home-grown brands -- while the store at Queens Hotel Kandy will also feature a Sri Lankan jeweller, a tea brand and a beauty brand.

On offer under the Luv SL label will be T shirts for ladies, gents and children; boxers, ties and cufflinks; mugs, cloth bags, slippers, body lotions, pens, pencils, notebooks and other items of stationery; picture frames, toys, baby products, essential oils, lacquer ware, masks and an extensive collection of elephant souvenirs.

The standalone Luv SL stores will have a unique look and feel, combining concrete and wood for a modern yet earthy appearance that uses shades of brown, black and silver, teak cupboards and racks, and specially-designed lighting.

Elaborating on the concept, ODEL’s Divisional Merchandising Manager Thilina Dassanayake said: “We have identified an opportunity to represent the essence of Sri Lankan lifestyle and design to a range of products that speak to who we are. As always, ODEL seeks to differentiate itself from others with an offering that will be valued for its range and style and caters to a wide cross section of people.”

The Souvenir department of ODEL has supported several social causes over the years. It contributes a percentage of its sales to the ODEL Foundation, which made the first donation to the award-winning Bundala National Park project. More recently, the Souvenir department supported ODEL’s ‘Charity Weekends’ initiative in October 2011, donating part of its proceeds to the Wildlife Conservation Society of Galle to mark World Animal Day. ODEL also supports many local cottage industries and provides jobs and income to over 100 village groups, thereby helping the rural economy.

Odel is expanding its retail clothing store in Kandy while opening up another in the hill capital in time for Christmas, its CEO Ms. Otara Gunewardene told this reporter on Wednesday.

She said that this year was good for the company with sales recording a double digit growth, with the momentum expected to be continued through to the remainder of the year. Her clientele comprises a mix of local and foreign.

On the recently passed Takeover Bill and the possible threat that that might pose to her flagship store in Colombo bordering Ward Place which is on state property?
Gunewardene in reply said that her store was on private property and not on government property.

The reason for recruiting an American as her company’s Director Operations? She said that it was because his eye for visual, display and layout were good. “Those are important for my trade,” she said.

He is also giving valuable insights to my staff, who, otherwise would have had to be sent overseas for training which is not feasible, Gunewardene said.
She also said that they are looking to go overseas, possibly to India. Previously the company expanded into Singapore, but had to withdraw, due to the 2008 Great Recession.

Whilst interviewing her at her flagship store, one of her former employees now domiciled in Canada and who was on a visit here, congratulated her on her store.

Meanwhile Odel which comes out with a different theme each Christmas; has selected as its theme for this season, “Live, Love, Laugh,” complemented by “Las Vegas” type of lighting at Gunewardene’s flagship store in Colombo.

-- Las Vegas inspired makeover invites customers to ‘Live, Love, Laugh’ this festive season --

What happens in Vegas, does not always stay in Vegas, as ODEL’s annual Christmas ‘makeover’ will prove.

Vivid and vibrant décor that embodies this years’ Christmas theme of ‘Live, Love, Laugh’ has transformed Sri Lanka’s favourite department store to an enchanting and elegant personification of the warmth and cheer of the festive season, as ODEL prepares for yet another grand celebration of the Yuletide.

An extra-special shopping experience with a generous sprinkling of delightful surprises now awaits shoppers at ODEL’s flagship store at Alexandra Place, following the official launch of Christmas by the country’s leading fashion and lifestyle retailer. The ‘Live, Love, Laugh’ theme even extends to red and green gift vouchers, bags and chocolate wrappers.

The store’s chic and classy Christmas makeover captures the essence of the season through stunning lighting effects that draw inspiration from Las Vegas, and creates an electric atmosphere of fun and surprise.

The seasonal makeover will soon be extended to the other stores of ODEL in Sri Lanka, the company said.

A series of exciting activities and other surprises are planned for shoppers at designated sections of the store to complement the special seasonal enhancements at ODEL Alexandra Place. The stores will be filled with new and exciting offers of clothing, accessories and special gift items that will continue to hit the shelves from the launch date to Christmas day.

In addition, as a treat for the young shoppers to the store, ODEL has made preparations to enable kids to take photos with Santa and his entourage of costumed elves at the grotto at the Alexandra Place store from 4^th to 31^st December. A ‘Santa’s Mail box’ will also be installed for kids to send their letters to Santa to the North Pole.

“Providing   a unique and extra special Christmas shopping experience is what excites us the most, and improving the experience and offer each year for our customers is a challenge we enjoy,” ODEL founder and CEO Otara Gunewardene said. “It is our intention to put a smile on the face of every customer coming to an ODEL store during the season. We hope to help make this Christmas and New Year extra memorable.”

ODEL has also taken several measures to facilitate hassle-free shopping during the season at its flagship store. A free shuttle service will operate from the front of Town Hall to the store every 15 minutes, and shoppers who buy for Rs 35,000 or more will be eligible for a free ride home within Colombo city limits from the 1^st of December.  A special cab service will also operate in December for customers courtesy ODEL, and free delivery services will be available within Colombo for purchases at ODEL’s flagship store that exceed Rs 7,500.

In addition, customers who make bulk purchases of gift vouchers -- available from Rs 500 to Rs 15,000 – and Gift Hampers will receive substantial savings and other unique benefits.

ODEL’s 2012 calendar and 2011 Christmas catalogue will also be launched during this period.

ODEL deploys innovative new customer survey to enrich in-store experience

The legacy of Steve Jobs has even permeated customer surveys at Sri Lanka’s hip department store chain ODEL.

The company has deployed iPads with a specially developed iPad application to conduct customer satisfaction surveys efficiently and unobtrusively at its flagship store at Alexandra Place, and plans to extend the programme to other outlets soon.

A series of dynamic questions pertaining to different aspects of the ODEL offering can be completed by a customer in less than two minutes, providing valuable feedback and insights that will be used to further enhance the in-store experience, the company said.

Ranging from the quality and the width of the range of products on offer, the sizes available, to service levels of store personnel, ancillary facilities and even the piped music and in-store ambience, the questions seek the views of customers on the myriad facets of shopping at Sri Lanka’s definitive department store.

“The customer experience has always been the paramount consideration in everything we do,” Thilanka Kiriporuwa, Head of Human Resources and Operations at ODEL said. “ODEL is striving to be current with the latest technological innovations to improve our engagement with customers.”

ODEL was also the first retailer in the country to introduce mobile Point-of-Sale (POS) terminals using Apple iPod devices that process credit or debit card payments over a secured wireless system from anywhere in the store, offering customers an alternative to queuing at fixed cashiers’ terminals.

Wattala came vibrantly alive when ODEL opened its new five storey store to cater to the fashion and lifestyle needs of this busy suburb.

A characteristically bright and entertaining opening inclusive of video mapping of the building drew large crowds to No. 350 Negombo Road, Wattala, the location of this latest outlet in the ODEL chain.

Comprising of 12,000 square feet of trend-defining shopping synonymous with the ODEL brand, the new Wattala store offers casual and formal wear for men, women and children, as well as office wear, lingerie, bags, shoes, and toys and has its own ‘Embark,’ ‘Backstage,’  ‘Souvenir’ and ‘Delight’ departments. The store is open seven days a week from 10 am to 8pm.

Five lucky first-night shoppers at ODEL Wattala to be chosen at a draw, are to be rewarded with gift vouchers.

The ODEL chain in Sri Lanka presently comprises of a department store at Alexandra Place, and outlets at Kohuwala, Maharagama, Mount Lavinia, Moratuwa, Panadura, Nugegoda (Warehouse), Dickman’s Road, Ja-ela, Majestic City, Crescat (Backstage), Battaramulla, Kiribathgoda, Wattala, Kandy and at the Bandaranaike International Airport.