More than Shelves and Bolts

Headquartered in Bangalore, Dovetail Furniture Pvt. Ltd is a niche player in shop-fitment and fixtures for retail spaces.

Incorporated 32 years ago by an NID graduate, S Sundar, it was a chance meeting with a client, none other than the erstwhile popular clothing brand Weekender that set the start-up on a growth trajectory from where there was no looking back.

The Weekender representative wanted to roll out a series of stores in India in 1986 for which they selected a rookie company, then called Studioline, and asked them to set up 50 single-brand stores for the clothing brand between 1000-2000 feet for a few lakhs.

At that point of time, it was a big order for Dovetail but they delivered, the client was pleased as punch, the next significant project that fell in their lap was in 1994 from Levis. The iconic jeans brand wanted to enter India with a brand store format. The brief was to implement their Asia-Pacific store format at the new Levis stores in India. The project got executed in two laps – Tessaract, the design firm, gave the design input (customising the Asia-Pacific format to the Indian, local conditions), while Dovetail implemented the concept on ground.

Done and delivered to the international client’s satisfaction, the company’s next big halt was at Future Group’s Pantaloons. Future Group’s Kishore Biyani wanted 20 big format (15,000) multi-brand stores rolled out in five years, in top metro cities, which was the third project, executed from 1995 to 2002 that firmly put Dovetail in the top league of store-fitment solutions company.
When Fashion Business Chronicle caught up with the managing director S Sundar at the recently concluded three-days Asia In-store fair in Mumbai, he wore the expression of a man, who has been there, seen that and done it.

Asked if it’s important for shop fitment companies to have their own factory infrastructure, he said, “Absolutely, else otherwise how can you assume responsibility for the quality conditions?”
Asked as an expert what would he recommend as the idea store size for a single brand outlet, he said “900 square feet is good for single-brand displays.”

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