Hummel to open offline stores in April, invest in technology for long term growth
Danish sportswear major Hummel will be entering the brick and mortar space in India by opening its first few stores over the next two months. The brand, which currently sells on Flipkart owned fashion portals Myntra/Jabong, has witnessed strong sales since its launch in April 2018.
Hummel is banking on technology and data science to give it an edge over its rivals and expecting strong sales in the coming months.
The company also plans to expand its offerings in the Indian market and will bring its full range to India to support its offline expansion which includes opening of 15 exclusive brand outlets this year.
“We have seen great traction across sales in Myntra /Jabong. We have been clocking 3 digit units sold per day on the platform on regular days while in most weekends the number touches over 1000 per day on the platform. We are seeing slightly more number of apparels being sold right now, but we expect shoes to dominate once we bring our full range in India,” Hummel India director Soumava Naskar told FashionNetwork.com.
Commenting on its strategy and offline expansion, Naskar added, “We are going to adopt technology & invest in data science. We are positive to get great dividends in the mid to long term due to our approach. We are focused on offline stores, one should be able to see the first few hummel stores in the next couple of months.”
Hummel considers India to be a high priority market and will soon be launching its own website in March apart from strengthening online network by partnering with other e-commerce firms in the country. It had recently named Bollywood actor Kartik Aaryan as its brand Ambassador for the India market.
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