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The Collective, a leading luxury ratailer from the Aditya Birla Group stable, is on an expansion mode, as it seeks to set up a separate chain of stores for some of its select global brands in India.
Part of the Aditya Birla Fashion & Retail Limited, The Collective has opened its ninth store in Hyderabad in the upmarket Jubilee Hills – it brings together a collection of over 55-60 global marquee brands, including designer labels.
Brands in store It is now planning to set up a chain of exclusive stores for some its brands. Amit Pande, Brand Head, The Collective, and International Brands at Aditya Birla Fashion & Retail Limited, said: “The Collective has been bringing alive global fashion through an expert curation of great brands, making it a one-stop destination for connoisseurs.”
The Collective chain, which handles iconic brands such as Armani Collezioni, McQ, McQueen, Fred Perry, Hackett London, Hugo Boss Green, Lagerfeld, Ted Baker, among other global brands, is now looking at setting up exclusive stores for some of these global brands. “Once a brand matures, we plan take them to being a standalone store chain. We have a joint venture with Hackett and have set up a chain of four stores and two other brands are in pipeline. Soon we will be lunching one for Ted Baker. Three-four other brands will follow suit. The challenge, however, is to find the right property in busy urban locations,” he said.
“For our exclusive luxury brand chain, we developed an e-commerce facility. It is heartening to see about 6 per cent of the sales already being generated from the online platform. This is indeed good considering we are a luxury brand chain. We reach out to over 2.5 million people,” he explained.
The Aditya Birla entity’s stores are in the 5,000 sqft to 10,000 sqft format.
“The company’s exclusive denim store, The Collective Denim Store, which will house jeans starting from ₹14,000, could be another one which to have exclusive stores,” he said.
As a multi-brand retailer, it is seeking to add another dimension to its loyal customers with the ‘Made to Measure’ option – this is closest to the tailored fit, he explained.
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