In retail, the term 'flagship' is commonly applied to a store which is the landmark of an entire chain and holds the biggest volume of products. Aarong, now in its 33rd year of operation, began conceptualizing the design and building of its flagship store five years ago, in an effort to consolidate its brand image and present itself on a platform of global standards. The flagship store therefore aims to fully capture the Aarong brand and act as a projection of the brand's positioning.
Every aspect of design, starting with the customized plans for the building to internal layout and decor, has been made to fit international retail industry standards. Nakshikantha has been chosen as the overall theme for the store, to reflect Aarong's pioneering role in the revival of this unique Bangladesh craft.
Spanning the north wall of the building is Aarong's Tree of Life in which Aarong's story is interwoven with the many thaousands of stories of it's family of artisans. The network of roots and branches of the tree is in fact an image of the rivers of Bangladesh. The motifs that form the tree is unique Nakshi Kantha patterns shaped from natural elements - metal, wood, clay, leather and bamboo indigenous to the work of the country's artisans. The outlet features six levels, each of which highlights one or more of these elements, with dedicated segments for clothing, accessories, leather and metal, books and stationery, toys, household products and mush more. New features introduced include and exhibition gallery, a product offering , a premium customer lounge made a newly-branded Aarong Cafe in the flagship store.
"All our efforts culminate in the creation of a complete, state of the art retail experience for the customer. For the past three decades, our customers have relied on Aarong not only for the unique design and impeccable quality of our products, but to also set standards in Bangladesh's retail industry with regard to the quality and extent of our customer satisfaction efforts. We hope that the unparalleled shopping experience we are offering at our flagship store will add a whole new dimension to the country's retail industry", said Tamara Abed, Director of Aarong products.
The outlet was inaugurated by Sir Fazle Hasan Abed, Founder and Chairperson BRAC. Muhammad A. (Rumee) Ali, Managing Director BRAC Enterprise, Tamara Abed, Director ,Aarong and senior officials from Aarong and BRAC were present.