A curation of unqiue designer garments , furniture, house decor and delectable food,is the basic principle on which a concept store works. In the last few years, these custom designed stores have captured people’s imaginations. From big corporate to small start ups, people have grasped on to the idea so much that these stores have found their share, as far as the market success is concerned.
Simmi Nandwani, who formerly used to run the brand ‘Poppuri’, is also the first person who has introduced the city to this new concept. Theory, her store, opened its doors to Surtis a few months ago, and the response has been great.
We paid them a visit, and this is what we came across.
Why the name Theory?
The uniqueness of FASHION FOOD FURNITURE at Theory shows that every subject has been worked upon. There is an individual story for all the three, and that builds up the name THEORY for the store.
Why a Concept Store?
Concept store is something that our CITY was in need of since ever, and gives me a satisfaction of doing something extraordinary than the usual, working here never makes me feel like I am at work because its well said if you LOVE your JOB you are never at WORK then.
How is it panning out for you?
Not as Simple as I thought it would be, but still holds my interest to make it better with every passing day, Surat is a tuff market to do something unusual, but with time Theory is making up a place for itself which stands out individually and is one of a KIND.
What sort of space do you want to transform Theory into?
Theory was built up to provide an experience which is a different kind of a retail. Theory is showcasing all Fashion Week Ramp Walk designers. Currently Theory is associated with designers like Vikram Phadnis, Farah Sanjana, Veda Raheja, ILK, Selvage, Surendri, DRVV and more of these lines, I aim to transform the Store into a place where I would be showcasing Manish Malhotra, Sabhyasachi, Anamika Khanna and more of this league.
Food is also not very ordinary at Theory, the aim is to serve something that is unusual, to start with cheesecake and cheese Foundue, Woodburn Pizzas were very new to our city but the taste got really appreciated among our SURTIS as we enjoy every kind of FOOD in our city.
What’s your ultimate goal with ‘Theory’ ?
I aim Theory to be a Chain of concept Stores around our country, and hope with time i shall be making it a brand with its existence in Metros and A towns.
P.S. If you are looking for the latest accessories, you can’t miss theory. Also, the food here is ‘out of the world’ delicious. The cheese cakes here are a must must try. 🙂
