For next phase of growth, Fab India bets big on experience centres

Meenakshi Verma Ambwani New Delhi | Updated on January 21, 2019 Published on January 21, 2019

The newly-launched Fab India experience centre in Delhi   -  Kamal Narang

The company expects to open 40 experience centres by March 2020

Ethnic apparel and furnishings retailer Fabindia is sharply focussing on scaling up its large-format stores called ‘Experience Centres’, in a bid to raise its engagement with consumers.

The company expects to open 40 experience centres by March 2020.

In line with its omni-channel strategy, the retailer recently started offering bespoke services for men on its web site.

Viney Singh, Managing Director, Fabindia, said: “The experience centres is a priority channel for us for the next phase of our growth. We expect our experience centres to contribute significantly to the company’s sales in the long term. We expect to have about 40 such centres by March 2020.”

Range of services

He added, “Our experience center format offers something for the entire family under one roof. With these centers, the aim is to provide a highly engaging and interactive experience to consumers.” Besides, its signature offerings across categories such as apparel, organic food, accessories and home and lifestyle product, these experience centres also house Fabcafe, customisation facilities and an interior design studio.

While Fabcafe is an Indian-inspired bistro, the Interior Design Studio offers a range of services such as consultancy on layouts, mapping spaces, product customisation and colour scheme coordination.

“In the next few months, we plan to take this format to nearly ten more cities such as Chandigarh, Kolkata and Pune,” he said.

The company also plans to expand its presence in the country through the franchise route. Already about 20 per cent of its stores are franchise stores. Currently, the clothing and furnishing retailer has more than 300 stores across 105 cities.

“We are focussing on the omni-channel strategy and the online channel is important for us. We have recently begun offering bespoke services for men wear on our website,” Singh added.

Published on January 21, 2019
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