Agnimitra Paul launches Just In Vogue at South City. Picture by Pabitra Das

Eighteen outlets, 10 cities and a turnover of over Rs 100 crore. Just In Vogue is a retail chain for international lifestyle products. After outlets in Mumbai, Delhi, Bangalore and Pune, Just in Vogue has now come to South City Mall.

Manoj Subramaniam, the marketing head of Just In Vogue, says: “We are catering to discerning clients who are looking at a luxurious ambience. This platform needed basic infrastructure and with South City opening, we finally have one in the city.” Two more Just In Vogue stores are expected to come up in the next nine months.

Subramaniam buries theories of the “price-conscious Calcuttan” and sees an opportunity in the challenge. “The eastern region is in a very interesting stage of consumerism. They have a taste for good things in life and the crowd is fashion-conscious and ready to spend.”

Wooden flooring and white and bright yellow colours make the ambience cool and youthful. Spread over 2,000 sq ft, the store packs in around 35 international and national brands. Watches, jewellery, perfumes, purses… it’s quite a mixed bag.

Pick up watches by Hugo Boss, Esprit, Tissot and Tommy Hilfiger. For Team GenX, Levis watches are definite eyecatchers. Aspen, from Rs 2,200-plus, combines modern and retro elements. The jewellery section offersbrands like D’dmas, Gili, Ishis, Adora and Cygnus and focuses on trinkets — ear tops, pendants and rings. The price tag reads Rs 5,000-plus.

It’s a star trek at the fragrance corner, including those by Britney Spears and Antonio Banderas. Coming up are leather laptop bags for women.