Womenswear brand Uptownie plans to go phygital for future growth

By

Maverick Martins

Published
Jan 4, 2023

Womenswear fashion brand Uptownie plans to take the phygital (physical and digital expansion) route for future growth in the Indian market.

The brand aims to be present in over 500 stores across the country and expand its online presence by collaborating with social media influencers to connect with its target audience.

Uptownie claims to have recorded a month-on-month growth of 40 percent in the October-December quarter on its website and turned profitable from the second year of operations.

“Our vision for 2023 is to continue to grow aggressively on our own website and push our physical presence to over 500 stores across the country. We are currently onboarding more than 10 stores a week, so this is a very realistic target. Our larger goal is to become a one stop shop for women looking for western and indo western wear, at an affordable and accessible price point,” Shivani Agarwal, chief marketing officer at Uptownie told Fashionetwork.com.

“In the past quarter, we have successfully improved our conversion rate, average order value and sessions rate and launched a highly successful capsule collection with Riya Jain who is a top tier influencer. The coming year will bring several more exciting collaborations both in the Indo-western and western segment, and we hope to engage Gen Z consumer through content that is constantly relevant to them,” she added.

Uptownie is currently present at over 15 retail outlets across the country and retails through its website along with e-commerce platforms such as Amazon, Flipkart, Myntra, Nykaa, among many others.