Chenab Group started their own retail brand, Chen One, to provide high quality textiles and products to local Pakistani consumers. Chen One deals in a wide range of furnishings, crockery, accessories, men's, women's and children's wear, shoes, and their premier lawn brand Pareesa. They have 10 stores currently and plan to expand to 30 stores in Pakistan. Chen One also aims to enter the international market and launch electronic and online retailing. Their target market is high-income consumers and they offer quality products and services under one roof with loyal customer discounts.

1. Presented by:
Omer Malik
Asim Mustafa
Jahangir Badar

2. Introduction
 Owned by Mr.M Latif, (Chairman)
 Chenab Group realized that their textiles' quality was
extremely good and looking at the growing trend in Pakistan's
retail economy they started their own brand
 Major reason for coming into Pakistani market was to provide
to the local consumers, who buy international brands and
seek good quality

3. Objectives
 Proper planning
 Continual improvement
 Employees satisfaction
 Environment friendly production
 Social and cultural norms/law

4. Products & Services
Chen One deals with a wide range of products including:
 Full range of furnishings
 Crockery, and accessories
 Wear for men, women & children
 Shoes, wallets & handbags
 Pareesa, is ChenOne’s premier lawn brand and has come to
embody style, elegance and accessible fashion for the modern
Pakistani woman

5. Retail Layout
Space Mix
Chen One covers an area of 12,000 square feet. It has divided its
total area into three main divisions, which are further subdivided
Store Layout / Circulation Plan
 The layout of the whole outlets is common
 The merchandise is kept in an organized manner Therefore, it
has a free flow format
Store Design
 High Traffic Area
 Upper Class Commodity

6. Home Fashion
In Home Fashion section, 75% of the area is selling space; 5%
back area, and 20% circulation area
Men's & Women's Wear
The selling space of apparel section is 60%, the circular space
including the staircase is 35%, and the back area is 5% which
includes the changing rooms
Kids Section
Selling space is 60% including the counter & shelf displays.
Circulation area is 30% while the back area is 10% including the
changing rooms and the office of the branch manager

7. Value Added Services
 Quality and lifestyle
 Things under one roof
 Well groomed, and presentable staff
 10% discount on all products at all outlets of Chen One
through loyalty cards

8. Hot Spot Area:
 Furnishings
 Bed linen, and accessories which makes it a hot spot
Brand Image & Positioning:
 Target market is high-income class
Supply Chain Management:
 Own Distributers & Suppliers
 The inventory is refilled as soon as the stock level goes down
 Customers data saved automatically in the Point of Sale
system

9. Future Outlook
 Plan to extend more outlets in Pakistan
Total Outlets: 10, Target:30
 Electronic Retailing (Online Retailing)
 Plan to capture International Market also through E-Tailing