Clovia sees strong growth; focuses on tier 2, 3 locations for aggressive expansion

By

Isabelle Crossley

Published
Apr 8, 2022

Direct-to-consumer lingerie brand Clovia has seen sales remain far ahead of pre-pandemic levels and plans to expand aggressively this year across Tier 2 and 3 locations following an omni-channel approach. 

Clovia currently has around 28 brick-and-mortar outlets across India and aims to open around 55 to 60 new stores this year, Moneycontrol reported. The brand will continue to open around five stores a month with a focus on tier 2 and 3 cities to respond to the growing non-metro demand for branded lingerie and loungewear. 
 
“As of today, we have 3.5 million women who are wearing Clovia,” the brand’s founder and director Neha Kant told Moneycontrol on the sidelines of the recent India D2C Summit 2022 in Mumbai. “We are selling one item every two seconds. We have to take this from 3.5 million to about 15 million and Clovia is now expanding not just across the category but across geography and channels as well.”

Clovia responded to the pandemic by diversifying its product categories to include new lines to cater to more time spent in the home and a greater focus on health. Launching loungewear and activewear lines boosted sales and this growth is continuing post-pandemic, albeit at a more settled rate, according to Kant. 
 
“Clovia has been expanding aggressively, especially, our own branded outlets,” said Kant. “Our strength is actually direct engagement with customers. And it reflects in our offline strategy also.”