Go Colors to open 100 stores in 2018

By

Isabelle Crossley

Published
Apr 10, 2018

The legwear brand Go Colors has announced its plans to open 100 more brick and mortar retail outlets by the end of the year.

After recently opening its thirtieth store in Mumbai, Go Colors has announced that it will open 100 new stores by the end of December this year. The brand, which currently has a store count of 200 and a dedicated e-commerce site, is planning to favour the offline route for its latest round of expansion.

“We prefer offline as compared to online because there are many challenges in online plus when it comes to bottomwear, the customer wants to personally see the garment and match,” Gautam Saraogi, the Founder and CEO of Go Colors, told Indiaretailing Bureau. “So offline offers the experience for the customer to touch and feel the product.”

Concentrating on brick and mortar stores for now, however, does not mean that the brand is eschewing the omni-channel approach favoured by many business in the Indian fashion industry at the moment. Saraogi explained: “We believe that going Omnichannel can prove to be a very strong strategy for us in the future. We have already started integrating online and offline. We have installed large tabs in our stores where the customers can browse what they have not found in the store and we try to convert them into our online customer.”