Bath & Body Works bets on omnichannel strategy for growth in India
American beauty brand Bath & Body Works will be ramping up its online and offline presence as it is banking on omnichannel strategy for growth in the Indian market.
Bath & Body Works partner in India, Major Brands has realised that omnichannel is the way forward and will be making heavy investments to scale up the brand’s online presence.
It had launched its official online store earlier this month to strengthen its customer base in the country. Along with online, the company also plans to expand offline and will be adding 10 new stores this year.
“As online retail becomes increasingly popular in India, Bath & Body Works is designing a cohesive approach by offering a user-friendly digital experience. We are looking to expand the customer base across the country,” Tushar Ved, president of Major Brands told BusinessLine.
“Bath & Body Works will expand its retail footprint and open stand-alone stores in tier 2 and 3 cities such as Pune, Lucknow, Hyderabad, apart from one in Bengaluru, in line with its metro expansion strategy. We aim to expand our customer base in India with the launch of 9-10 stores by the end of 2019,” he added.
Bath & Body Works currently has seven exclusive brand outlets in the country and also sells through its website.
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