For tier-II cities, Wills Lifestyle to bank on franchisee stores

ITC’s Wills Lifestyle plans to add 20-25 new stores a year and focus on adding franchisee stores as it takes the brand to tier-II markets.

The company currently has around 100 stores in 40 cities, of which a large chunk is company-owned.

“We are focusing on growing our presence in the tier-II market. As we go to these new cities, we are looking to expand through franchisee partners, as they understand the market and we want to leverage their local knowledge,” said Atul Chand, CEO, ITC Wills Lifestyle Retailing Division.

This year, too, the company plans to add 20-25 stores, of which 10 have been opened.

The company is banking on its loyalty programme as it expands to new cities.

“Our loyalty programme plays multiple roles. As we go to newer markets and open new stores, it help us build a stronger bond with our consumers, build loyalty and get them back for repeat purchases and helps shorten the gestation cycle. It helps us understand purchase behaviours and regional trends,” he said.

Chand said the mood and sentiment of consumers was looking positive this festive season, but it remains to be seen how these translate into revenues.

On the brand’s long-standing association with the Indian Fashion Week, Chand said it has helped the company follow its “ramp to rack” strategy, as it has been collaborating with designers and taking these co-creations to its stores.

“Consumers get to see a new facet of the brand with the designer-wear, which contributes nearly 15 per cent to our sales. It is more a strategic sponsorship,” he added.

COMMENT NOW