Past perfect: Why luxury brands are investing heavily in heritage

At Horniman Circle, French fashion house Hermes, shoe couturier Christian Louboutin and coffee chain Starbucks wiped the dust off colonial buildings’ stately facades, to set shop. Zara’s move into a 111-­year-­old building at Flora Fountain reflects the global retail trend of high-­end labels opting for the snob appeal of a standalone store in a premium property. “Historically, international and Indian luxury brands have moved into heritage buildings for the unique charm and regality they offer, allowing the premium brands to offer an ‘experience’ to the shopper,” says Ashutosh Limaye, head of research and REIS at JLL India. “The heritage structures we locate ourselves in in India include Elphinstone Building store at Horniman Circle, Hamilton House at Delhi’s Connaught Place and on Kolkata’s Park Street, all housed in beautiful heritage structures. Literati, a quaint bookshop in Candolim, the Tommy Hilfiger store in Panaji, The Linen Shop in Campal and the Paper Boat Collective home décor store in Sangolda all occupy centuries-old Goan homes “Indians are used to retail being unsegregated in their urban settlement patterns, so this is like going back to the basics.