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‘In-store visual experience must be in sync with the brand’

By Smita Sinha | September 09, 2019

Co-founded by Vishal and Vikash Pacheriwal in 2018, Raisin is looking to understand the needs of today’s women in terms of accessibility and stay updated with the latest fashion trends. Retail4Growth up with Vikash Pacheriwal, Co-founder, Raisin, to know more about the brand’s journey and the expansion plans.

Raisin RaisinLaunched in August 2018, contemporary fusion brand Raisin recently ventured into large format stores in association with Central across 15 cities in India. Backed by Parvati Fabrics Ltd, a Surat based 35-year-old B2B company, which entered the B2C segment last year, Raisin currently has 160 SIS stores in the country. The brand has a strong presence in London, besides retail presence on portals such as Myntra, Jabong, Amazon Fashion and AJIO. The brand now aims to open its first exclusive brand outlets by 2020 and expand to the Singapore, Canada and US markets.

Co-founded by Vishal and Vikash Pacheriwal, Raisin is looking to understand the needs of today’s women in terms of accessibility and stay updated with the latest fashion trends. Retail4Growth catches up with Vishal Pacheriwal, Co-founder, Raisin, to know more about the brand’s journey and the expansion plans.

Tell us about your journey so far.

Parvati Fabrics is a 35-year-old brand from Surat. We started our journey as a B2B player. We are basically a manufacturer of lehengas and sarees. We entered the B2C market last year with the launch of our fashion brand called Raisin. Within a span of one year, we have opened 160 SIS across the country in 54 cities and have recently tied up with Central to expand our retail presence. We are also planning to come up with our first EBO in Mumbai by 2020.

What kind of store design concept are you planning for your first EBO set to be launched in January 2020?

In store design we are mainly looking at creating an experience for our customers, which is our core focus. Even if we serve our customers from our web portal, providing an experience is our utmost priority which we want to carry forward at our EBOs. Since last quarter our major focus has been to create a better experience in our LFS and in our MBO stores. We ensure that when a customer enters an MBO store, the entire visual experience for them is in sync with the brand. For example, if it’s a premium quality material, then the entire experience should reflect that.

What role will visual merchandising play in your store design?

Visual merchandising plays a very important role because that is the first thing a customer will look at even before touching the product. In our SIS we have used a lot of props and VMs, which highlight our product range.

At how many locations are you planning to open your EBOs?

Right now, if we look at the market scenario, MBOs and LFS are growing aggressively. We are present across India with MBOs. For EBOs, we are planning to target cities like Pune, Ahmedabad, Surat, Mumbai and Bangalore. We haven’t made any concrete plan yet for EBOs. We are planning to focus more on MBOs and LFS rather than EBOs. We have planned to open about 5-6 stores by 2020 in the metro cities.

Read the full interview in the September 2019 edition of VM&RD.

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