One of Bradford’s most historic Asian department stores has joined forces with the city’s nationally acclaimed supermarket chain as fashion arrives in Morrisons for the first time.
Shoppers at the Morrisons Victoria store, on Ingleby Lane, can finally pick up clothes and accessories thanks to a new business relationship with the city’s Bombay Stores group.
At the official launch event, on Monday 27th June, Bombay Stores managing director, Saleem Kader, was joined by Morrisons Life President, Ken Morrison for a celebratory ribbon cutting.
The store, which has undergone a huge refurbishment, promises to bring a number of surprises to regular shoppers – none more so than the ‘Brands by Bombay Stores’ section.
Covering an expansive floor space, a host of fashion items are available for shoppers to pick up in store whilst a nail and henna bar have also been incorporated into the site.
Mr Kader said negotiations with the supermarket giants had been ongoing for over a year and he was delighted to see the vision become a reality this past week.
“What we have here is an amazing and unique opportunity for ourselves, Morrisons and our customers,” he said.
“This was not even a figment of our imagination when we opened our store for the first time over 48 years ago. It’s phenomenal that in this day and age, we can achieve what has been done.
“Credit must also go to Morrisons because, from their perspective, it is of course a big challenge to put this vision into practice but I’m confident it will pay off for all parties.”
Shayaan Kader, Project manager for Brands by Bombay Stores, has overseen the stores development since November.
He explained how the brand would be aiming to serve customers from all walks of life.
“We have tried to cater for all clients here and even though we are an ‘Asian fashion business’, the concept behind the collection range is that we aren’t trying to target any one group in particular,” he said.
“The point we want to get across is that fashion has no race. There is always a cultural trend but there is no stopping anyone shopping here.
“The aim with Morrisons is to change people’s perceptions.”
Plans are already being discussed between Morrisons and Bombay Stores for a similar setup in stores across the country with a Birmingham site already earmarked for opening later this year.
Noor Ali, Category Manager for World Foods at Morrisons, said: “It’s a fantastic achievement to launch the new look store, and quite an emotional day as well.
“When it came to selecting a retailer we had a lot of choices but we have known of Bombay Stores for a long time.
“They are a well established, long-standing Bradford brand, and we thought we needed something quite heritage that customers understand. We are all very excited.”
The Brand by Bombay Stores opening comes after an extensive 12 week makeover for the flagship Morrisons site.
Other services customers can now enjoy include an extended World Food Ranges, expansion to the children’s clothing range, a new party zone, halal butchers and much more.