Odel unveils ‘Luv SL’ at Dutch Hospital Shopping Precinct

Tuesday, 6 December 2011 01:34 - - {{hitsCtrl.values.hits}}

A love for Sri Lanka and things uniquely Sri Lankan has inspired top fashion and lifestyle retailer Odel to launch a sub brand for a range of home-grown products in the fashion, accessories, souvenirs and household items categories that are to be retailed in a new format of stores.

The new brand ‘Luv SL’ made its debut at ‘The Courtyard’ the shopping precinct at the former Dutch Hospital complex at Echelon Square, which has been renovated as part of the government’s programme to give Colombo a face-lift and with the view of converting the destination into a tourist attraction while retaining its original Dutch architecture.

Comprising of 1,200 square feet of space, this new concept store is to be followed by a second Luv SL store at Queen’s Hotel, Kandy, the company said. The souvenir departments at the flagship Odel store at Alexandra Place will also ultimately be rebranded with the same name.

The colourful, distinctly tropical materials and motifs imbued in traditional Sri Lankan objets d’art have been utilised to produce a wide spectrum of products ranging from casual clothing and accessories to stationery, mugs, picture frames, toys, cosmetics and toiletries, curios and even confectionery that will be retailed under the Luv SL brand.

The Luv SL stores will offer products from Odel, ‘Backstage,’ ‘Embark’ and ‘Delight’ – all home-grown brands – while the store at Queens Hotel Kandy will also feature a Sri Lankan jeweller, a tea brand and a beauty brand.

On offer under the Luv SL label will be t-shirts for ladies, gents and children; boxers, ties and cufflinks; mugs, cloth bags, slippers, body lotions, pens, pencils, notebooks and other items of stationery; picture frames, toys, baby products, essential oils, lacquer ware, masks and an extensive collection of elephant souvenirs.

The standalone Luv SL stores will have a unique look and feel, combining concrete and wood for a modern yet earthy appearance that uses shades of brown, black and silver, teak cupboards and racks, and specially-designed lighting. Elaborating on the concept, ODEL’s Divisional Merchandising Manager Thilina Dassanayake said: “We have identified an opportunity to represent the essence of Sri Lankan lifestyle and design to a range of products that speak to who we are. As always, Odel seeks to differentiate itself from others with an offering that will be valued for its range and style and caters to a wide cross section of people.”