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Ethnic apparel and furnishings retailer FabIndia opened its 268th store in Mumbai, set up as an “experience centre” for shoppers, much like a department store. This is the second such experience store for the retailer, with the first piloted in March in Delhi.
The new store is spread over nearly 10,000 sq ft and separates the different shopping categories by apparel, furnishings, gourmet food, home and lifestyle products, an alteration facility and a Fabcafe. Viney Singh, Director and CEO, Fabindia Overseas Pvt Ltd, said the company plans to open 10 such centres in the first phase of expansion by the end of December 2018, in Delhi, Mumbai and Bengaluru. “We want to build stores where customers can engage with the brand; it should not be only about the product must also be about the experience.”
The retailer will continue expanding its store count at the rate of 60-70 stores a year, Singh said. The experience centres will either be new stores or will be existing stores converted to suit the new format. Fabindia’s Kala Ghoda, Mumbai outlet will be converted to the new format in the coming months, Singh added.
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