Fabindia plans to open more experience centres across India

Fabindia will open 10 new stores in East India. As of now the home and lifestyle brand has 45 stores in East India, of which 15 are in Kolkata. Of the 10 new stores, three or four outlets will open in Kolkata. The home and lifestyle brand currently has 298 retail stores across 105 cities in India and 14 locations abroad.

Fabindia also has 13 experience centers across India. In addition to the brand’s signature offerings across garments, organics, home and personal care, an experience center houses a FabCafé, an interior design studio, an organic wellness centre, an alteration studio and a children’s zone. The typical investment for such centers is Rs 3000 to Rs 3 500 per sq ft. An experience center usually earns a crore a month in revenue. By the end of this year, Fabindia expects 30 per cent of its retail space to be occupied by experience centers. The brand is also increasing omni-channel features across its stores.

Although the brand is basically a brick-and-mortar business, it is strengthening its e-commerce store. The brand also retails from multi-brand e-commerce platforms such as Myntra and Amazon but does not take part in deep discounting. Online sales currently only contribute four per cent of the business’ total revenue.