Bhubaneswar: The city climbed up the brand ladder with iconic British retailer Marks & Spencer (M&S) opening shop here on Friday.

The 6,700sqft store, which has been launched at the Esplanade One mall, showcases the best of the brand's latest collections.

Managing director, Marks & Spencer Reliance India, James Munson said Bhubaneswar was a high potential market.

"We are very excited to unveil our first store in the state here. It is a fast growing IT and education hub with an influx of a younger audience who are seeking international fashion trends and experiences. The city is enjoying good economic growth and we feel this is the right time to enter the market."

M&S has 67 stores across 32 cities, including 22 in new potential markets such as Aurangabad and Bhopal, along with growing presence online.

Customers will be able to grab the latest international trends and fashion from the store's collection that ranges from fashionable wardrobe must haves and casual attires. The range starts at Rs 599 for women's printed tees, Rs 999 for a men's shirt or a T-shirt, Rs 399 for kid's wear and Rs 499 for lingerie.

"For business, we continue to focus on key areas such as women's wear and lingerie, where we have seen significant growth in recent years," said Munson.

The store offers the latest trends in women's wear for AW18 (autumn/winter for 2018) edited for the Indian customer with a key colour palette of pinks, greens and blues, alongside must-have heritage check and classic styles.

Alongside a wide range of wardrobe staples, including smart wear, denim, outerwear, knit wear in key silhouettes with detailed finishing are also available.

Bollywood celebrity Disha Patnani, who was present at the launch, looked stunning in an M&S burgundy-pleated skirt with a lace camisole.

Speaking at the launch, the leading lady in M.S. Dhoni: The Untold Story said: "M&S is one of my favourite brands since childhood. I love the fact that they are expanding. When it comes to contemporary fashion and stylish winter wear, M&S is my go to brand. It's my go-to destination for wardrobe essentials and I pick up something every time I go in."

Shoppers are upbeat with the launch of M&S in the city.

"I have shifted to Bhubaneswar a year ago and always missed the presence of big brands that I enjoyed at my hometown in Mumbai. Marks & Spencer will enhance the shopping experience of people here," said Asha Agarwal, an IT professional.