Lätt Liv, a global chain of international variety stories, is promoting a brand in India that infuses the idea of luxury lifestyle with affordable prices. At present, the brand is unveiling stores in 5 different continents and in this regard, its executives recently visited Kolkata in a bid to expand Lätt Liv’s presence in the City of Joy. We spoke to Abhishek Dalmia, Managing Director, Lätt Liv, to understand the perspective and mission of this international brand.
A global brand like Lätt Liv is setting foot on Indian cities. How do you see the entire situation?
The Indian market is one of the most diverse, and the products which Lätt Liv offers are a strategic fit for the choices and tastes of the people here. India, as a country, is a huge opportunity for most brands and Lätt Liv also believes, moving ahead, it will become a favourite shopping destination for the country’s urban consumer base.
Most Indian cities already have too many existing retail chains. How will Lätt Liv cater differently amid these?
Lätt Liv means easy life – we want to provide a unique shopping experience for our consumers. No doubt, there are existing retail chains which provide products under a single roof. However, Lätt Liv has nearly 6,000 products, which come with a classic presence of fine European style. These apart, we have 116 designers on board, who are making no stones unturned to give the feel of Scandinavian flavour. The product prices have been tagged in a way that affordability won’t be an issue. This is probably the first time Indians will have a feel of customised designer products for all age groups – kids to the elderly.
How many categories of products are you focussing on now?
We’re providing eight categories of products at Lätt Liv stores, including home accessories, health & beauty, electronics and digital accessories, bags, fashion jewellery and hair accessories, seasonal products, stationery, sports and gifts. Of these, we believe fashion jewellery is one such segment which will be highly appreciated by Indian women. In a nutshell, you can find everything of daily use at Lätt Liv stores.
Tell us about the design team of Lätt Liv.
Design aesthetics is a key area where Lätt Liv has intensified its approach with contemporary style and fashion. It is not only about those 116 designers, but the variety and passion they bring about in Lätt Liv which is extraordinary. We have designers from across 27 countries, including Luca Nichetto, Richard Hutten, Claesson Koivisto Rune and others. Some of them have already won laurels and awards, such as red dot, If, Elle Dece, Gran Design Award, EDIDA, Wallpaper and others. I am extremely proud to say that six of them are in the list of Wallpaper Top 100 designers.
What are your expectations from India?
Lätt Liv is highly banking on the Indian market and we anticipate, by the end of this year, the brand will already have around 200 stores across the country. By 2020, we hope to unveil another 200 stores. Not only India, we are also throwing open stores in South Africa, Ghana. As far as Kolkata is concerned, we are optimistic that the City of Joy will embrace our unique style and fashion.