Chicco, the Italian multinational baby care brand, is charting a path for premium baby retail in India through a carefully curated omni-channel strategy, strategic retail expansion, and globally standardised store experiences.

Speaking to Rajesh Vohra, CEO of Artsana India - Chicco, it’s clear that the brand’s approach goes beyond conventional retail. “We are an omni-channel player,” he explains. “Our presence spans retail stores, key account distribution, and e-commerce. Each channel complements the other, helping us reach parents wherever they are. E-commerce gives us width, distribution gives us depth, and retail gives us experience.”

While online sales are growing rapidly, offline remains a critical revenue pillar. “The store experience allows customers to touch, feel, and experience our products, something e-commerce cannot fully replicate,” Rajesh adds.

Strategic retail expansion

Chicco India’s retail expansion is both measured and strategic. Following its flagship store at MBS Mall, Gurgaon, the brand recently opened two new stores in a single month in Gurgaon and Bangalore.

“We are targeting premium malls and high-affluence areas where our products resonate,” mentions Rajesh. “Ideally, we aim for 2–3 store openings per quarter, with 10–12 stores in a year, depending on real estate availability.”

When asked about expansion plans in Tier-2 and Tier-3 markets, Rajesh says, “Tier-2 cities are no longer what they were. Some are effectively metro-extensions, offering strong potential for premium retail.” Thus, Chicco is open to exploring opportunities in select Tier-2 markets.

Experiential retail as differentiator

The heart of Chicco’s retail philosophy lies in the experience it delivers. Stores are environments where design, layout, and service converge to communicate the brand’s values.

Rajesh explains, “We follow global design standards for every store. Layout, color schemes, and even safety features are meticulously planned to ensure a consistent, premium experience. Our aim is to offer the same high-quality environment whether a store is in Gurgaon, Bangalore, or elsewhere.”

He further adds, “We maintain consistency across geographies. Local adaptations may come later, once we reach a critical mass of 50–60 stores, but for now, the focus is on delivering the same premium experience everywhere.”

Challenges in retail expansion

Retail expansion is not without challenges. Premium mall real estate is limited, and competition for prime locations is intense. Chicco addresses this by balancing location, size, and commercial terms while leveraging distribution and e-commerce to maintain reach.

Technology as a silent enabler

Technology quietly powers how the experience comes alive in Chicco’s stores. In stores, digital displays and video-led demonstrations enhance brand storytelling. Store teams are equipped with laptops to explain product features on the spot to the parents.

“We are not using technology just for the sake of modernity,” says Rajesh. “It should make the experience better, for our team and for our customers.”

What’s next?

Chicco’s overall strategy highlights a simple truth – in India’s changing retail scene, what really lasts is experience and consistency. By following global design principles with local market realities and embedding technology in meaningful ways, Chicco plans to position itself for long-term leadership in the premium baby retail category.

Looking ahead, the company plans to continue expanding its store footprint, deepen e-commerce integration, and strengthen its presence in both Tier-1 and emerging Tier-2 markets.

“Every parent wants to see, touch, and feel before buying, and we ensure they do that at Chicco,” emphasises Rajesh. “That’s the essence of our retail strategy and the heart of our brand promise.”