DSI Premier, an upmarket store opens at Ja Ela

DSI, the leading footwear manufacturer and distributor in Sri Lanka and the market leader in Footwear Category since 1998, has extended its retail network with the opening of its newest store – DSI Premier - at Ja Ela. The opening marks a landmark in the DSI concept of serving its customer base since it is targeted at the upper income groups.

The DSI Premier store will hold a variety of local, imported and global brands ensuring a total brand mix under one roof. Along with local brands such as DSI, Ranpa, Samson, AVI, Jessica, a host of international brands will also be made available. These include the well-known Reebok, FILA, PUMA, Liberty and Clarks brands. The store will carry footwear and accessories.

During the DSI history covering over half a century, over one hundred retail outlets have been established to serve the loyal customers. The first showroom was set up at 97, First Cross Street ,Pettah . The one hundredth shop was opened on 10th December 1999 at 20, DaladaVeediya, Kandy.

DSI caters to all income groups through its branch network spread island wide. In addition to popular cities and towns, DSI has covered distant places including Ampara, Jaffna,Kilinochchi, Mannar,Mullaitivu, Puttalam, Trincomalee and Vavuniya where shops have been set up at strategic locations. DSI shops are categorised into Premier, Family, Value, and Factory Outlets. As the name suggests, the Family shops are meant for the entire family where the prices are at an average level. Footwear and accessories are made available at these shops where there is an average brand mix.

The DSI Value shop is the ideal outlet for the typical price seeker who looks for low priced products. The brand mix is low with footwear and selected accessories being made available.

The bargain hunter finds products below cost at the DSI Factory Outlets. The brand mix is low and the products available are mainly footwear.