Emergence of Single Brand
Stores in India

chillibreeze writer — Rashi Bisaria

As the Indian economy spiraled out of control in the new millennium, little did we know that the financial meltdown would curb it so brutally in a few years’ time. For over 5 years now Malls have defined the way middle class India shops but as the economy faces a downturn, the frenzy inside malls has started to fade. As the excitement abates, the Single Brand Store emerges as an alternative for some shoppers. It’s not intimidating; it is accessible and has sustained an identity of its own.

The Single brand store has made it to the forefront again. These are stand-alone-stores that boast of a single brand, with maybe a few sub-brands too. What has given the single brand outlet a boost is the 51% Foreign Direct Investment allowed in these outlets by the government, something which multi-brand showrooms lack till date.

Some of the well known single brand stores in the apparel market that have carved a niche for themselves are ‘W’, ‘Fab India’ and ‘Koutons’. These are success stories waiting to be told. W is an exclusive store for the modern Indian woman. It aims to provide total wardrobe solutions to women, keeping clothes fashionable and functional. The brand has managed to create and sustain its own identity in a market flooded with options. Through its innovative fusion wear W has created a look which is distinct and unique. A W Kurta/Kurti can be spotted in a crowd, with a clean and structured look entirely its own. Currently, W has 30 brand stores and a total of 110 touch points in 22 cities.

Fab India, as a stand-alone store is a success story from the start. It’s where Indian culture is reflected in chic clothing for the culturally conscious Indian. It’s where you would find the culture vultures hovering, trying to create that perfect Indo-western look. Most shoppers at Fab India wish to make an individualistic statement. Fab India has created its own identity which people wish to associate with. Established in 1960, it has come a long way, in its attempts to make Cotton fashionable. It’s where you shop if you wish to look Indian and chic. The brand has managed to reinvent itself and evolve over the years, branching out into fabric/linen options. In 2004 it branched out into organic food products. Soon after, ‘Fab India Sana’, the company’s body care product range was launched. Fab India sources its products from over 15000 craft persons and artisans across India. Very recently, about 20000 weavers also became shareholders of subsidiary companies floated by the store. It has that authentic traditional appeal that has you hooked from the word go. The store truly stands alone and has survived all market upheavals.

Not many know that ‘Koutons’, the ready-made fashion wear brand has a secret success story. It was born in 1998 and now has several brands under its umbrella. It’s a single brand store that faced the Mall boom head-on and survived. Initially it was a garment manufacturer but became a retailer by launching its first store in 2002. It has not looked back since then. Sub-brands like Les Femmes and Koutons Junior are doing well and Koutons is flourishing.

The single brand outlets have competition from the Shoppers Stops, Pantaloons, Westsides of the country. But they also have an edge over them. They can be found alone at your street corner and boast a distinct identity of their own. As footfalls decrease in Malls and many shops inside down their shutters, the single brand stores in your neighborhood market briskly go about their business.

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Rashi writes for chillibreeze.

Emergence of Single Brand Stores in India

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Emergence of Single Brand
Stores in India