Mumbai: Shoppers Stop, fashion and lifestyle retail chain, has unveiled its new identity. Bollywood star Shah Rukh Khan revealed the new logo and introduced the  new expression of the brand.

With the changed identity, Shoppers Stop has upgraded its positioning to a 'bridge to luxury' store and continues to reinforce its position as a leader in the fashion retail industry.

The company says its new logo's look and appeal is a reflection of Shoppers Stop brand's character of being a trusted and inspiring guide' in the world of fashion, and a progressive and dynamic brand.

Keeping in mind the entire 'bridge to luxury' positioning & the fact that luxury brands have a flaunt value that symbolises ''having arrived'', there is a new symbol that has been created for Shoppers Stop. The symbol, which is created out of the initials 'SS' provides a cue of infinity and delivers the message of the infinite possibilities that the brand promises.

The new baseline of the brand, 'Start Something New', encourages customers to take a step ahead to upgrade themselves to the next level in life. It encourages customers to step out of the box and do things that they've always wanted to but never had the time for.

The new brand philosophy promises to help customers move up to what the world is advancing to; even bringing them experiences that they may not have yet imagined.

Shoppers Stop has introduced various initiatives in tune with the brand's new philosophy, including trial rooms with day and night lighting options, Shoppers Stop Radio, service excellence program, shopping bags, and environmental awareness.

Speaking at the occasion, B S Nagesh, customer care associate and managing director of Shoppers Stop said, ''The change in the identity is just the beginning of a wave of strategic movements which is being made in people, people practises, introduction of new ways of shopping, technology investment in CRM and analytics. We introduced to the Indians the modern way of shopping as early as in 1991 and now we will invest in taking our Indian consumer towards the 'bridge to luxury' retailing in India & meeting their new found aspirations and global ambitions.''

Govind Shrikhande, customer care associate and CEO of Shoppers Stop said, ''Consumers today are constantly seeking to upgrade their lifestyles and move up to the next level in life. Shopping provides a mean of personal transformation through products and brands. Our new positioning of house of brands for fashionable families will help us to connect with the customers even more strongly.''

The ''bridge to luxury'' position of the brand is supported by the fact that Shoppers Stop today presents the widest range of international premium brands like  French Connection, Tommy Hilfiger, Esprit, CK Jeans, Gas,  Lancome, MAC, Chanel to name a few. It has also taken fashion to the next level through some of its exclusive brands like Insense, Haute Curry as well as Push and Shove which bring the absolute latest in trends and fashion to the Indian consumer.