Raisin to open 150 EBOs in 3 years
The ethnic and fusion wear brand Raisin aims to open a minimum of 150 exclusive business outlets (EBOs) in the coming three years and the brand will also expand through a shop-in-shop (SIS) model.
Raisin currently has stores in a number of Indian cities including Lucknow, Chandigarh, Rajkot, Ghaziabad, Meerut, Muzaffarnagar, Muradabad, Dehradun, Saharanpur, and Bareily. Aiming to open at least 150 EBOs in the coming three years, the brand has an ambitious expansion plan that also incorporates SISs, as reported by Images Business of Fashion.
Embracing an omni-channel retail strategy, Raisin also retails from its own e-commerce site and has partnered with multi-brand online platform Amazon India for online sales. The brand is also investing in digital marketing though social media channels such as Facebook and aims to continue its digital expansion.
Raisin was launched in August 2018 by brothers Vikash and Vishal Parcheriwal, also managing directors of Parvati Fabrics Limited.
With 30 years business experience in the textiles field, the brothers chose to branch out into branded apparel to take advantage of the organisation of India’s traditional wear market. The brand is priced in the value to mid-section of the market and caters mainly to women aged 18 to 45 years old.
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