The footwear brand plans to expand fast in smaller cities and plans to target youth and women as key consumers.
Talking to Retail4growth, a source from Bata India Ltd., explained, “Till last year, it was all about number of stores. From this year, in terms of retail expansion, it has taken a strategic turn. We would like to open more stores at tier-II and tier III cities in the current fiscal, we have already opened stores in cities like Udaipur, Jaipur and some cities in Kerala. Off course, expansion in metros will also continue with a few flagship stores and they will be located in cities like Bangalore, Delhi, Mumbai etc.” Bata has recently opened a new format at Ambience Mall, Vasant Kunj, Delhi, which is more modular and represents the branding and consumer journey in a more differentiated way. With primarily two concepts used for the retail stores i.e flagship and family, the brand is also evaluating older retail design concepts.