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“Omni-channel is important, but first let’s understand the market”

By Satarupa Chakraborty | June 22, 2018

With over 1000 POS across the country, fashion house Bestseller is one of the frontrunners to bring in edgy store concepts. However, what’s lesser known is Bestseller’s MBO portfolio and the brands. VM&RD speaks to Vineet Gautam, CEO, Bestseller India, to understand the brand mix and cohesive retail experiences.

Bestseller in India is better known for its EBO presence through Jack & Jones, Only and Vero Moda. Tell us more about your brand mix?

In India, Bestseller has a total number of six brands. Apart from the brands you mentioned, we have Only & Sons, Juna Rose and Danish Rack. The positioning of these brands is very different from the brands that have strong metro presence through EBOs. We retail Only & Sons solely through SISs from LFS identities like Central, Kapsons and Iconic, while Juna Rose currently is available only through Reliance’s women-exclusive LFS identity, Project Eve. Danish Rack is our own MBO format for tier-II and tier-III towns. Our premium brand Selected has six stores currently in Delhi, Mumbai and Pune.

What’s your overall expansion plan for your brands?

We have a broad plan of opening 5-6 stores every year for each of these brands. Under Danish Rack, we plan to add minimum two brands each year.

You have recently opened Asia’s biggest Jack & Jones store in Pune with a refreshed concept. Will other brands also see such ID soon?

For Jack & Jones, we have the latest global concept available in India. In 2017, we introduced the latest global concept for Only and we are currently replicating and revamping our existing stores. Vero Moda will soon get a fresh store design concept, which will be brought to India with certain fine-tuning suitable for Indian market.

The store concepts are inching towards tech-oriented ones. What’s your take on this?

Yes, being interactive at store level is fast becoming a necessity. But if you ask me on the complete interactive store environment in India, I would cautiously nod towards guided interactive features. Even as there’s much talk about omni-channel, it is firstly important to get the basics right before moving into a new generation store experience. Our own international strategies are yet to find grounding in Indian market. We are still fine-tuning our business model, store experience and retail channels. And I am saying this, even though 50% of our business is coming from online channels.

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