Clovia plans to expand its retail footprint
By Satarupa Chakraborty | April 25, 2018
Clovia will take its exclusive store count to 10 and MBO presence to 50 locations in a few months in Delhi-NCR before expanding to other cities like smaller towns. The lingerie brand also reveals their plan to build in-store tech in future.
Lingerie brand Clovia, in addition to their present retail presence through 6 EBOs and 30 MBO presence, plans to open 4 more exclusive stores in Delhi-NCR in next three months while taking the MBO presence to 50 locations within next 5 months. The brand, who is opening stores only in high street locations, wants to strengthen its retail footprint in Delhi-NCR before taking its retail operation to other cities. Further retail expansion of Clovia beyond this region will focus on smaller towns.
Talking to Retail4growth, Shruti Kapoor, Head – Marketing, Clovia, explained further on their preferred locations, “So far, we have opened stores only in high street locations, unlike other brands who are retailing in the same line. What we feel is that high street has higher footfall for our brand and the conversion rate is much higher. Going forward, we will be open to the idea of mall stores but that’s not part of our initial phase of expansion.”
Delhi-based design agencies Muted Space and Bipolar Design created Clovia’s design ID and prototype. On design aspect, Kapoor added, “We follow a young preppy design with focus on social media standards of design. In future, we plan to build in-store tech to promote more engagement with our customers.”
