Cole Haan Retail Stores, India
2016–2018 • Store Design Execution & Visual Merchandising
During my time at Arvind Sports Lifestyle Limited, I worked on the design execution and visual merchandising of Cole Haan retail stores in India. The brand's global store design and VM guidelines were issued by the Cole Haan team in Hong Kong, and my role was to translate these into consistent, high-quality on-ground execution across multiple locations.
I was responsible for five Cole Haan stores, ensuring each one met global standards while working within local site conditions.
Role & Responsibility
Global Guideline Implementation
Interpreted and implemented global design and VM guidelines received from Hong Kong, ensuring each store met international brand standards while adapting to local site conditions.
Store Layout Execution
Executed store layouts, fixture placement, and product zoning as per brand standards. Ensured consistency in look, feel, and product presentation across all five locations.
Visual Merchandising
Maintained brand integrity during refreshes, seasonal changes, and updates. Worked closely with internal teams and vendors to deliver accurate execution.
Design & Display Approach
Cole Haan stores required a balance between premium restraint and product clarity. The displays were designed to feel clean, architectural, and precise, allowing footwear to remain the primary focus.
Every decision, from shelf spacing to table height, was aligned to the global guidelines.
Structured Wall Bays
Evenly lit shelving systems designed for optimal product visibility
Feature Stories
Central tables used for hero styles and seasonal highlights
Clear Sightlines
Architectural precision from entrance to back wall
Premium Positioning
Neutral material palettes supporting brand's premium identity
Execution Across Multiple Stores
Each store presented different spatial constraints, but the challenge was to deliver a uniform brand experience regardless of size or location. I ensured:
- Fixtures and displays were scaled correctly to each site
- Lighting intent matched global specifications
- Product presentation followed consistent rules across categories
- Seasonal updates were rolled out accurately and on time
Store Gallery
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Outcome
All five stores reflected a cohesive Cole Haan brand identity in line with international standards. The work ensured customers experienced the same visual language and product clarity across locations, while internal teams benefited from a clear, repeatable execution framework.