Cover Story to In­tro­duce Work­wear Seg­ment

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In 2016, Kishore Biyani led Fu­ture Re­tail – as pro­gres­sive a group as they come – de­cided to launch a fast fash­ion brand to take on the likes of in­ter­na­tional brands Zara and H&M. In April of that year, Cover Story was born. When the Fu­ture Group does noth­ing, it’s never half­way house. The com­pany then pro­ceeded to set up a de­sign house based out of Lon­don to de­velop cut­ting edge fast fash­ion. This de­sign house was dubbed Fu­ture Style Lab, a wholly-owned sub­sidiary of Fu­ture Group, which de­vel­oped and pro­cured styles for Cover Story. The brand re­freshes 10 per­cent of its col­lec­tion ev­ery week by adding new pieces. It then phases out 10 per­cent of the older col­lec­tion to even out the stock.

Cover Story, which aims to set the pace for In­dia’s fast-fash­ion busi­ness through in­te­grat­ing global fash­ion de­sign with smart and ef­fi­cient sourc­ing, is fast be­com­ing the go-to dress-buy­ing des­ti­na­tion for In­dian women. The brand has EBOS in all the ma­jor malls of the coun­try, and its out­lets are de­signed to recre­ate an ‘in­ti­mate bou­tique’ and pro­vide a com­fort­able shop­ping ex­pe­ri­ence. The lay­out is lay­ers of trans­parency with opac­ity, which en­cour­ages a sense of dis­cov­ery while shop­ping.

IMAGES Re­tail Bureau spoke ex­clu­sively with Man­jula Tiwari, CEO, Fu­ture Style Lab, who gave us the com­plete scoop on brand’s plans for the fu­ture…

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