W unveils expansion plan, to add 50 new stores

Leading fusion wear brand for women, W, has unveiled its spring ’14 collection inspired by modern expressions. With increased customer base for fusion wear, the brand has been registering almost 45 percent growth rate in the domestic market. To strengthen its footprint further, TCNS Clothing, the

parent company of W, has planned to add at least 50 more stores by 2014 to reach a mark of 200 EBOs.

Spring Collection

The collection draws its design inspiration from Sicilian Folk Art, Pixels, Ottoman Art, Micro Geometrix, Turko Persian Blue Pottery as elements of art of contemporary expressionism. Made in rich fabrics like Cambric, Rayon, Indonesian Silk, viscose, Chanderi Silk, georgette, crepe, flax, jersey, satin and voiles, the collection highlights techniques like bold placement embroidery, Lace patch maxis, tie ups, circular cut, collaged, misplaced seams, multilayers, arched hems, fabric extension, precious stone mosaics and rectangular sequences.

Offering comfort and style to the contemporary Indian women, the collection comprises of kurta, kurti, churidar, dupatta, palazzo, skirts, culottes, trousers, summer jackets et al along with jewellery and accessories like bags.

Retail road map

W is available at almost 300 locations with large format chain stores across India and also through the brand’s strong network of 500 multi brand outlets and 150 exclusive outlets. The collection has also been launched across major online portals. Having made its debut through the first retail store in Lajpat Nagar, Delhi in 2002-2003, the brand has grown to become one of the strongest player in the category with over 600 sales touch points and 150 exclusive brand outlets spread over 21 states. Apart from metros, the brand has also penetrated Tier II, III markets through its EBO in cities like Agra, Bareily, Ghaziabad, Varanasi, Nasik, Chandigarh, Mohali, Ranchi, Raipur, Patna, Bhubaneshwar, Jorhat, Silchar and Gangtok among others. The brand’s distribution network also includes large format retail chains like Shoppers Stop, Lifestyle, Max, Reliance Trends, Central, Hub and Kapsons.

Future Plan

W is looking at adding another 50 stores by 2014. As Anant Daga, CEO, ‘W’, TCNS Clothing Company says, “We have almost 135,000 square feet organised retail space and this year we are about to add another 50,000 square feet. Our silhouettes, fabric and styling are very different which appeals to the taste of contemporary Indian women. Our customers are fashion forward, aware of global trends and yet rooted to our ethnic culture. Hence our silhouettes represent international runway trends with Indian sensibilities.” She says, W’s structuring, prints, fabrics define its exclusive positioning.

The brand’s online retail sales have also seen almost 100 percent growth contributing almost 7 percent to its total turnover. This year, W is expecting to clock in 10-11 percent growth in online sales and almost 45-50 percent growth in total annual sales turnover.