Bombay Dyeing on a retail expansion mode

With an aim to threefold its retail turnover to Rs 1000 crore by 2020, Bombay Dyeing Retail announced its expansion plans. Being a prominent name in the bed, bath and coordinates segment, the company will now have a reinvigorated focus on the youth segment. The company also unveiled that its new look that will be showcased across its consumer touch points, right from product packaging and to store signage as well as its website. As per the brand, their product range will also see a major change with the company offering a product for every lifestyle segment. The company has earmarked more than Rs. 100 crore to support the revamp of the brand and communicate the changes to its consumers over the next four years. The go-to-market will see the company double its retail reach to 10,000 outlets across India by 2020 which would be multi-brand outlets. Bombay Dyeing’s exclusive stores run by franchises will also increase to 500 from 200 in the same period with its 30 company-owned outlets turning into experience centres.

The company informed that it has begun investing in technology, talent and brands immensely, and plans on spending the remaining on promotional activities and advertisements. Bombay Dyeing is also setting its own e-commerce portal to take advantage of the good response for its products in the online market place. The portal is expected to go live by this month end. Recently they have launched an array of designs as a part of their Summer Collection ’17. The design themes have been created keeping the international colour trends for the season and drawing inspiration from the taste and preferences of the consumers that range from millennials to the HNI segments.