FabIndia and Hidesign open joint 'Experience Centre' store in Hyderabad

By

Isabelle Crossley

Published
Jul 20, 2021

On July 17, ethnic wear and lifestyle retailer FabIndia and handbag brand Hidesign opened a joint ‘Experience Store’ in Hyderabad’s Jubilee Hills.

 
FabIndia’s new Experience Store is its first in Hyderabad, the brand announced on Facebook. The store is designed to mix fashion and lifestyle shopping with events and experiences for a more engaging shopping experience. 
 
Hidesign’s range of handbags, accessories, and small leather goods including wallets is also available in the new joint store. Hidesign was founded in Pondicherry in 1978 and is known for its range of leather bags and made using natural materials. 

FabIndia also recently launched an ‘e-lookbook’ to showcase its collection of clothing designed for destination and beach weddings. Shoppers can browse the ‘Smitten by the Sea’ collection through the online lookbook then order items from it either online or in-store to add another dimension to the brand’s omni-channel shopping experience. 
 
FabIndia is developing new retail concepts, online and offline, to cater to India’s rising millennial and Gen-Z customer base. By developing new apparel, home, and décor lines to cater to younger shoppers like its new FabNU and FabEssentials lines, the brand aims to remain relevant amongst younger shoppers. 
 
“We have had communities and generations of people buying from us since our inception,” said FabIndia’s CMO and group head of brand and community, Dipali Patwa, the brand announced on Facebook.

“But 65% of our population is 35 or younger and we have to address it. I’ve put a strong directive to understand 35 and under and there has been a strong effort in that direction through several launches and collections addressing 18 to 35 years-olds.”