Desi Belle plans to venture into domestic retail market

Desi Belle, the fusion wear brand for women has planned to venture into direct retailing in the domestic market following an astounding growth in sales in the last two years. Started in 2012, the brand has made a mark among the niche classy, aspiring, fashionable young women aged 25 to 45

years. The brand already has retail presence in leading large format retail stores like Reliance Trends and Central. Apart from this, Desi Belle also has retail presence in over 300 multi brand outlets. With 27.5 per cent investment share from Future Group, the brand has now decided to launch its EBOs at strategic locations across India.

Retail growth plans

In its first phase of expansion, the brand has identified key locations in Tier I markets where it will launch its exclusive stores within the next six months. The average area of EBOs will be of 500 sq. ft. The store design will reflect its identity as a stylish, wearable, fusion wear brand for today’s women. “After registering a strong growth in the past two years, entering retail directly was a natural strategic decision,” says Pushkar, Head-Operations, DesiBelle. Elaborating the their retail plans Pushkar explains “Each store will have a warm, stylish look and feel keeping in mind the brand’s essence.” In the next two years, Desi Belle plans to launch at least 20 more stores across India.

Apart from launching its own outlets, the brand is also focusing on increasing its retail footprint through multi brand outlets and large format stores. The brand’s recent endeavours include venturing into online retail through leading ecommerce portals like Myntra, Snapdeal and Flipkart. It is also in the process of tying up with other major portals in the coming days. “The decision of getting into online retailing was to increase sales as well as brand’s visibility. Moreover for us both online and offline channels are equally important. As a brand, we offer exactly the same collection across all channels,” adds Pushkar.

Creativity and variety sets it apart

To have an edge over others, Desi Belle believes in creating its brand value by offering creativity and variety. The brand boasts of having an extensive in house designing set up which launches at lest 500 to 600 new designs every season. “We follow a thorough research process to understand the customer’s desires and aspirations. Each feedback is taken into consideration while creating the collections,” observes Pushkar. Its forte lies in offering mix n match styles, wearability, embellishments and prints that would suit the choice of contemporary women.

Season’s collection

As innovation remains the key element for the brand, the Autumn/Winter and Festive 2014 collection comprises of jackets and coats with innovative digital prints. Usage of fluid materials, festive colours and subtle embellishments will remain the focus of the collection. The brand regular price range is between Rs 999 0 to 1,699- however the festive and winter collection is priced between Rs 2,900- 4,999.