By: Himanshi Jain
Last updated : October 30, 2025 3:01 pm
In an exclusive conversation with Retail4Growth, Krutik Trevadia, Executive Director of Juliet Apparels, shares the brand’s retail expansion strategy as it prepares to open 50 exclusive stores across India by 2027, and why it’s betting big on tier 2&3 markets.
For nearly five decades, Juliet Apparels has been a familiar name in women’s wear. From being a strong player in the multi-brand retail space, the company is now taking a decisive step towards expanding its exclusive retail presence, aiming to open 50 stores by 2027.
“We’ve been in this business for almost 50 years, and our entire growth so far has been through multi-branded outlets. But for the future, we felt it’s important to have our own exclusive stores across India,” shares Krutik Trevadia, Executive Director of Juliet Apparels.
The brand currently has five exclusive brand outlets (EBOs) – two in Andhra Pradesh, two in Telangana, and one in Guntur, which Krutik calls one of their best-performing stores. “The response from customers has been very encouraging,” he says. “It’s helped us realise the strength of our brand legacy and the value of direct customer engagement.”
Why Tier 2 and Tier 3 cities matter most
While many fashion brands focus on metro markets, Juliet Apparels is taking a different route. “We already have a strong presence in Tier 1 cities through our multi-brand outlets,” Krutik explains. “Now, we see immense potential in Tier 2 and Tier 3 cities. The data from our existing retail network shows that these markets are growing fast and have immense potential.”
He believes these cities hold the next big retail story for India. “People in smaller cities are more aware now. They travel, they explore brands online, and they value quality. So, we’re focusing our expansion there first,” he adds.
Balancing offline & online growth
Even as Juliet strengthens its offline footprint, the brand hasn’t ignored the digital shift. Its online business is growing steadily, showing a 35–40% year-on-year increase. However, Krutik emphasises that offline retail continues to be the company’s backbone.
“Our online business currently contributes about 10% to total sales. The rest comes from offline,” he says. “For us, physical stores are about credibility. Customers want to touch and feel the product, especially in our category. Once they experience it in-store, they build trust, and that reflects online too.”
Juliet Apparels follows an omnichannel approach, ensuring that customers enjoy a smooth experience whether they shop online or at the store. “We might go ‘phygital’ in the future,” he adds.
Designing stores that feel comfortable
When asked about what the new stores will look like, Krutik says the focus will be on comfort and simplicity. “We don’t want our stores to feel flashy or intimidating. The lighting, the trial rooms, the layout, everything should make the customer feel at ease,” he explains.
In a category often surrounded by hesitation, Juliet wants to make lingerie and apparel shopping as natural as possible. “When a woman walks into our store, we want her to feel welcome, not awkward,” Krutik says. “Our staff is trained to create that friendly and approachable environment. Shopping at Juliet should feel like visiting a friend’s place, which is warm, relaxed, and reassuring.”
Focus on tech integration
Juliet Apparels is also investing in technology to make its retail operations smarter. Each new store will feature centrally managed LED screens operated from the head office. “Whenever we launch a new collection, the screens will automatically update across all outlets. We won’t have to coordinate with each retailer manually,” Krutik explains.
As Juliet Apparels steps into its next phase of growth, the focus is to blend its long-standing trust with modern retail experiences. With comfort-led stores, expanding reach in emerging cities, and thoughtful use of technology, the brand is steadily shaping a stronger and more connected future for its customers across India.