Celio continues India focus, targets opening 100 stores by ’16

Celio, the French fashion retailer is all set to strengthen its connection with Indian customers. The brand, is eyeing a bigger pie of India’s organized menswear retail market. Celio brings an essentially urban European fashion trend through its collection of shirts, jackets, waistcoats, trousers, suits, jackets

and accessories.

India in focus

In India, Celio offers a wide range of smart casual, business wear, sportswear, clubwear and denims. Celio had stepped into the country in 2008, the brand opened its first store in R City, Mumbai in 2009. Today the brand runs 40 exclusive brand stores which are fully company owned and operated and 128 shop-in-shops. The brand has

also penetrated through large format stores like Pantaloons, Central and Lifestyle. Celio is looking at rolling out 100 stores by 2016.

Riding the booming e-commerce wave, the brand has already registered 7 percent of its total revenue in the domestic market through online sales. It has tied up with leading ecommerce portals like Myntra, Jabong, Flipkart and Amazon. “The urban Indian youth is aspiring for fast, effortless fashion. In India the younger generation is as fashion seeking as their global counterparts. They have exposure of international trends through the net, TV and mobile. We want people to come up to us for global fashion,” says Rajiv Nair, CEO, Celio, Future Fashion.

Driven by a strong conviction in India market, the brand is eyeing deeper penetration through retail expansion and a strategic communication plan targeted at young consumers. “We are essentially a retail oriented company which means our philosophy or strategy is store, product and customer service centric. We are exploring various routes to increase our penetration and strongly believe internet is the way,” he says.

Stepping aside from the race of big budgeted ad spend, the brand is prudently investing in social media and mobile applications to reach out to its customers. “We have a three way communication strategy wherein we are present in Facebook, Twitter, a dedicated mobile application and a select media branding,” Nair explains. With regular updates and various other customer engaging communications, the brand has already been followed by more than 250,000 people on Face book. Celio has also invested in developing a mobile based unique customer loyalty program which rewards customers on purchase of brand items or ‘likes’ ‘share’ on social media platforms.

“We have a legacy of two decades and in India we are just a starter, we are still understanding the market. We see ourselves as a retailer first, backed by a fantastic manufacturing set up. We manufacture four crore garments in Asia per annum and 10 lakh of these per annum are for India. We are taking the slow route. We have set the route and standards. Now, our goal is to get profits at the corporate level,” adds Nair.

Although the brand is not in a hurry to open franchisee stores it does plan to slowly tap that route. “Even though we are looking at franchisee stores for expansion, it won’t be bigger than our company stores. We understand that we have to take the franchisee route to get into smaller territories,” sums up Nair.