Clovia launches 10 new stores in tier 2 & tier 3 cities

Leading brand for women’s activewear, innerwear, loungewear, and personal care Clovia recently forayed into new markets with the launch of its ten new stores. Catering to the design sensibilities, comfort, and style of the urban millennial women for years now, the brand is all agog about taking fashion to Tier 2 and Tier 3 cities like Moradabad, Faridabad, Sri Ganganagar, Haridwar, Dehradun to name a few.

Clovia has been one of the key players in the Indian direct-to-consumer space which has been scaling profitably on the back of extensive use of technology in all its business areas. With the equipped store optimization engine and having nationwide data around optimum inventory holding, Clovia is witnessing inventory turn around 6 times a year which is increasing  month on month. The brand is planning to add 50 more stores across the country in the next 6 months.

The pandemic too has reportedly spurred demand for activewear and athleisure, with women from all walks of life becoming more conscious about their health and seeking outfits that support their journey towards fitness. Recognising these seeds of change, Clovia strives to celebrate this positive mindset amongst women and spread the message of body positivity.

Women from Tier 2 and Tier 3 cities are becoming familiar with online shopping, where convenience and comfort were delivered to their doorstep. However, with the subsequent decline in the pandemic restrictions, the lines between online and offline shopping have also started blurring. Customers are open to heading to markets with higher intent to purchase.

“Conversations about lingerie no longer happen behind closed doors. Women, today, are evolving and are open to experimentation. With this newfound confidence, women are looking for more options that fall in their line of comfort and functionality. Add to it, the receding pandemic restrictions have brought shoppers back to offline stores. They understand the importance of owning the right lingerie and aren’t ashamed of asking questions about it. Clovia wishes to tap into the aspirations of the women from Tier 2 and Tier 3 cities and make them feel more confident and complete in the way they are,”says Neha Kant, Founder & Director at Clovia.