Clovia to launch 10 shop-in-shop outlets
Outlets will be situated in airports of top cities, including Delhi, Mumbai and Bengaluru, and involve an initial expenditure of around `1.5 lakh each
New Delhi: Delhi-based Purple Panda Fashions Pvt. Ltd, which owns and operates online lingerie vendor Clovia, plans to enter the offline space with the launch of 10 shop-in-shop outlets in the next couple of weeks, a top executive of the company said.
These outlets will be situated in airports of top cities, including Delhi, Mumbai and Bengaluru, and involve an initial expenditure of around ₹ 1.5 lakh each.
“The aim is to create better visibility and reach out to certain sections which may not be aware of our brand as they are not online. There is a 40-plus segment that is not buying online. They are our low-hanging fruits and I would definitely reach out to them," said Pankaj Vermani, co-founder and chief executive officer, Clovia.
He said that the company is in talks with two large format stores for setting up its outlets there as well, without giving any details.
“Our thesis will be to be one hop away from the customers. We have started with this and are going to do similar models in places which are more contextually relevant to our customers," Vermani said.
It has also launched four try-and-buy kiosks in Bengaluru where users can enter and try products. It plans to expand to 25 kiosks in the city in the next two months.
To spearhead the offline strategy, Clovia has also roped in Anshul Singh, who has earlier worked with offline apparel and accessories brands such as Koutons, TNG and Duke as its associate vice-president.
By the end of financial year 2016-17, the company expects to earn almost 15-20% of its sales from these offline channels.
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