FabAlley opens first exclusive store for for ethnic line Indya

FabAlley has launched its first brick and mortar store for ethnic wear brand, Indya in Bengaluru. Spread over 350 square feet, the new Indya store has opened doors in Phoenix Market City, Whitefield, Bengaluru. Trading online since 2012, FabAlley launched over 50 shop-in-shops last year but Indya is its first exclusive shop and marks the start of brick and mortar expansion. Offline revenue is expected to touch 30 per cent of total revenue by the end of 2019’s financial year. And its planning to have eight Indya stores within a year.

CEO and co-founder Tanvi Malik explained the brand’s ethnic wear line as the driver for their retail expansion and the idea behind this store is to take advantage of growing demand for ethnic-fusion wear in the country. He further added the brand believes the consumer has a tendency of ‘browsing online, buying offline’ or ‘browsing offline, buying online’ and for a fashion brand it is imperative to be present at every touch-point relevant to the consumer.

FabAlley was founded in 2012 by Shivani Poddar and Tanvi Malik as an online accessories store that became a large apparel retailer by 2014. At present it stocks over 4,000 products, FabAlley ships internationally.