Reliance Retail’s multi-brand beauty business Tira has opened its first brick-and-mortar store in New Delhi in the metro’s Saket district. Located in DLF Avenue Mall, the store is Tira’s tenth to date and houses brands including Calvin Klein, Dolce & Gabbana, and Ralph Lauren among others.
“It’s official, Delhi beauty buffs,” wrote The Othr Lab’s executive director Nirant Khedkar on Linkedin. “Tira Beauty has arrived in DLF Avenue, Saket, marking its tenth store and bringing its tech-powered beauty magic to the capital… Thanks to everyone who made this come to reality!”
The store has an open façade and shoppers are immediately greeted by a gold island with an illuminated sign reading ‘Trending’ to showcase best-selling beauty products. An ‘AI Fragrance Finder’ segment enables shoppers to use technology to swiftly find their next fragrance by entering in what they are searching for into the system and being presented with suitable options.
The store features smart mirrors where shoppers can try out makeup products virtually before they buy. The store’s staff are also on hand for personalised consultations to suggest beauty goods from Tira’s curated selection of Indian and international brands.
Tira was launched by Reliance Industries Limited’s retail arm Reliance Retail in February last year as a multi-brand e-commerce platform for beauty and personal care. The business retails a selection of over 150 brands and opened its first brick-and-mortar store in Mumbai.
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