Clovia starts its EBO journey, to focus on smaller town expansion

Current present in the retail landscape through its shop-in-shop network, lingerie brand Clovia recently opened an exclusive store at Delhi’s Dwarka area, while the brand is slated to open its second store at Kamla Nagar market in the city followed by one in Purulia, West Bengal. Confirming the news, Shruti Kapoor from Clovia’s marketing team told Retail4growth, “We are already present in SIS and wall format with some of the organised and unorganised MBOs. Though we chose the capital to start our EBO operation, we plan to focus a lot in smaller towns. In big cities, we will choose to retail through neighbourhood markets and high street locations.”

Responsible for Clovia’s SIS and exclusive store design, Gunjan Shedha, Founder, Muted Space, told Retail4growth, “Clovia chose smaller space for its EBOs. The store sizes do not go beyond 300-400 sq ft and wear a young concept. The stores will look more like a wardrobe of a young lady with props looking like homewares. The store design has a hint of European look. We have also created special selfie zones in the stores to address to the young millennial who are the brand’s target audience.”