Jul 11, 2016
Zivame to open 50 offline stores by 2017
Jul 11, 2016
Beginning July, online lingerie retailer Zivame is planning to set up 50 offline experience customer stores across India by March 2017, the company’s chief executive officer Richa Kar said.
While three new stores will come up in Pune, Delhi and Gurgaon this month, one each will be opened in Chandigarh and Kochi by the end of next month, Kar said, adding that 50 such exclusive Zivame label experience stores, will come up across the country by March 2017.
She, however, emphasised that the stores would only be “customer touch points and will not store inventory”. Zivame had opened its first such store in Bengaluru in December last year.
Expressing optimism over business garnered by such experience stores, Kar said, the company was encouraged by 80 % conversion (into real sales) from the first store in Begaluru’s Indiranagar area.
The company expected the experience stores to contribute 50% to its revenues in the next year and a half. The focus was to show customers in a unique way and the Bengaluru experience motivated them to replicate the idea across the country, she said.
Elaborating on their marketing style, Kar reportedly said "We want to give a good customer experience by asking our staff to be 'lingerie advisors' and build lingerie closets for women."
Zivame, which started out as an aggregator of lingerie brands like Enamor, Wonderbra, Jockey and Amante, claims a clientele of 1 million customers. However, since 2013, it added private brands such as Penny and Cou, to make up for the limited customer base.
As of date, Zivame's own labels contribute 70-75% of its total sales. A confident Kar expected the company may look at opening stores in Sri Lanka and Nepal next year.
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