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| Sunday, 21 November 2004 |
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Business |  |
| News Business Features Editorial
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Date palms, tinsel usher in festive season at Odel by Karel Roberts Ratnaweera ODEL unveils Sri Lanka's first department store A new brand identity - mind, body & soul - launched ODEL re-launched its main outlet in Alexandra Place, Colombo 7 as Sri Lanka's first department store. This is yet another pioneering effort by the retail icon in bringing international retailing trends to Sri Lanka with the aim to reengineer the local retail sector to be on par with international standards, whilst promoting the country as an ideal shopping destination in the region. Along with the re-launched of its store, ODEL also revealed its new brand identity based on the theme - Mind, Body & Soul - a concept that is set to mould the evolution of the brand's philosophy, gearing itself to be an international super store. The new brand identity also encapsulates the functionality of the brand showing that ODEL caters to the inspiration for the mind, stimulation for the body and aspiration for the soul. As such the ODEL brand will be developed in the future as a mnemonic where the brand will be represented by three horizontal bars - ones which form the graphical illustration of the letter E in the word ODEL. The new identity epitomises simplicity, sophistication, trendiness, high energy, and international flavour, all fundamental facets of internationally renowned retailing brands. In addition it would be the foundation for all future ODEL marketing strategies to strengthen its brand equity as the flagship lifestyle icon in Sri Lanka. Real date palms with glittering garlands of jets winding round the tree trunks offset the traditional lush Christmas decor of tinsel and greenery. The date palms were shipped to Sri Lanka in special containers, and the blending of the two cultural ideas was very appropriate; after all, Christmas originated in the land of the date palm where they grow like coconut trees grow in this country. Otara Chandiramintroduced the proceedings and it was described as the lovely festive season which is on the threshold, at an impressive Press briefing at Odel Warehouse on Wednesday morning by briefing the media on Odel's new shopping concept. Odel is always first to ring in the season and it always takes an unusual and creative form. Last time she had a real white horse, beautifully caparisoned, which greeted the Press much to the delight of those members of the media who admire equine strength and elegance. Addressing the media elegantly dressed as always, this amazing businesswoman said that Odel is Sri Lanka's first department store. Now it has a new identity, she said. It has been transformed into a department store as in Milan,Paris and New York. by way of streamlined access lines and maximised customer service. The store has 15 departments including ladies, gents, book and music outlets, delectable food with an inimitable French flavour,wine bars,juice bars and confectionary 'bars',all of international quality which means international brands. Specialised structures, a mobile 'phone counter and futuristic decor are among the numerous special faciities that make Odel what it is. Otara said that Sri Lanka is a world-famous shopping destination. Fifty per cent of Odel's customers are Sri Lankan while the other 50 per cent are business travellers, foreign tourists and those on shopping holidays. Each deparrtment had differnt brands but she stressed that 60 to 70 percent of the brands are Sri Lankan. Otara said that there is a huge influx of Indian tourists who converge on the store which augurs well for the exchange of tourism between Sri Lanka and India. The Indians buy everything from clothes to food to accessories to jewellery. When asked by a journalist what her annual turnover was, she said that every year it gets better than the previous one. 'Everythng is under one roof,' she said. The pricing concept has not changed so that the local customers do not feel that they are paying more. In her pursuit to maintain Sri Lanka as a world-famous shopping destination, Odel will expand in the country,beginning with Kandy. |
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