Fabindia opens ‘Experience Centre’ in Mumbai, to add 10 more by 2018

By

Maverick Martins

Published
Nov 24, 2017

Ethnic lifestyle retailer Fabindia is looking to expand its base by opening experience centres and stores across the country to engage with customers and enhance their overall experience.
 

After facing the Khadi setback wherein it was asked to stop the usage of the word Khadi for selling its products by Khadi & Village Industries Commission (KVIC), Fabindia has tweaked its strategy and looking to regain its market share by engaging with customers by giving them first-hand experience of their products through their Experience Centres.
 
The company added its second experience centre in Mumbai recently and plans to add 10 more by the end of 2018 mainly in metros like Mumbai, Delhi and Bengaluru. The first Fabindia experience centre was opened in Delhi earlier this year.

The Mumbai experience centre at Kemps Corner is spread over 10,000 sq ft and includes a Fabcafé, an Interior Design Studio, Organic Wellness Center and an Alteration Studio that offers products across  various categories that include every day wear and occasion wear for women, men and kids, accessories, home & lifestyle range, personal care products and organic foods.
 
“We are investing in ‘experience’ and the goal is to interact with customers at a whole new level of engagement. The first Center in Delhi was well received by our customers and we are very optimistic about its reception in Mumbai,” Viney Singh, CEO, Fabindia Overseas Pvt Ltd said in a statement.
 
 “We want to build stores where customers can engage with the brand; it should not be only about the product must also be about the experience,” he added.
 
The retailer is also looking to expand its store count and will be adding 60-70 stores a year. Fabindia currently has 265 stores across 98 cities in India and 11 international stores. It is also available on all leading e-commerce websites.