The ethnic womenswear brand will take the store count to more than double in the next 3 years.
Talking on the store design and expansion plans, Aarti Ahuja, Head – Marketing & E-commerce, TCNS Group, told Retail4growth, “While our brand W is more fashion-forward and broken the barrier of ethnic fashion, Aurelia’s brand philosophy is tilted towards hardcore ethnics. Aurelia made a modest start in Indian retail landscape 3 years back. Lately, we have felt the need to pave the way for major expansion for this brand too.” The company is currently going through major ERP makeshift and the upcoming stores will integrate omni-channel retail experience in a big way. “We have recently given a makeover to certain Aurelia stores and the upcoming stores will follow the latest design concept,” Ahuja added.