Indian luxe bag brand Aranyani opens in London's Mayfair
Indian luxury handbag brand Aranyani has ambitious international expansion plans and has just opened a flagship store in London’s West End. The company recently entered the UK market for the first time and has now opened its first concept store at 21 Bruton Street.
That's a key shopping location in the heart of Mayfair, with other fashion names there including Kenzo, Maison Margiela, Zimmermann, Elie Saab, and Isabel Marant.
The street is distinguished by its Georgian townhouses bordering Hyde Park and has become a strong luxury fashion enclave in recent years.
The name Aranyani comes from 'The Goddess of the Forest’ and the new boutique offers “an experience based on the idea of a journey through the forest while highlighting the brand's focus on sustainable artistry, nature and quality”.
The 550 sq ft ground floor area is primarily focused on retail — “creating a calm and inviting space to showcase the quality and artisanal skills used to make each bag”.
And on the 850 sq ft lower ground floor there’s a space for a VIP experience, “allowing the customisation of the product, in a luxurious yet approachable environment”.
The company said that the “customer starts their journey at the forest edge as they enter the store, moving deeper under the canopy as they explore – this is a place of curiosity and intrigue with a range of bags beautifully illuminated on elegant, tiered shelving as if resting on the branches of trees. The space draws the customer into the central ‘glade’, a sculptural area of soft light that illuminates hero products on large slabs of British stone and Irish marble”.
Last year, the brand travelled to New York, for an ‘Aranyani Discovery Event’ as it prepared its international retail expansion strategy. It held held a handbag showcase at the Indian Consulate in the city.
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