Baggit plans to increase retail footprint in smaller cities

Baggit is set to expand its retail footprint in Tier II and III cities, with exclusive outlets and large format stores. Currently there are 52 exclusive Baggit stores. The fashion accessory brand is in 1,000 large format stores and multi-brand outlets.

Internationally, it wants to spread wings in other countries and has already entered the Sri Lankan through a multi brand outlet. Focusing on strategies to garner customers, the brand has done a soft launch of CRM, and is simultaneously preparing for integrating it in its existing systems and raising the service quality.

On brand perspective, Baggit is now focusing on positioning in a more meaningful way so that it can establish a stronger connection with a younger and newer audience. In 2017, Baggit projected growth as per company expectations. There were challenges of demonetisation but it overcame most of them.

For 2018-19, the brand wants to ride on the retail growth journey in India and hence is looking at building the corporate brand by leveraging a 360-degree media approach. Baggit is looking at continuing double-digit growth that will surpass the category growth.