Be­gin­ning its jour­ney from the first out­let of 600 sq ft in Fo­rum - Ban­ga­lore, Soch is now spear­head­ing the In­dian eth­nic wear cat­e­gory with 100 EBOs across 39 cities. The brand is now plan­ning to re­in­force its pres­ence across the coun­try and over­seas too

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Started in 2015, Soch, has gained great pop­u­lar­ity over the decade for its eth­nic ap­parel range for women. To­day, the brand is present with 100 EBOs across the coun­try and 47 LFS at present, clock­ing a rev­enue of Rs 320 crore in the last fis­cal, tar­get­ing to reach 425 crore in 2017-18. While dom­i­nantly present in the South & West mar­ket, the brand is now plan­ning to strengthen its foot­print across the coun­try. We caught up with Vi­nay Chat­lani, Co­founder and CEO, Soch to learn about the brand’s store roll out strat­egy and more.

Tell us about Soch’s jour­ney so far & plan for the com­ing year.

We have al­ways wanted to be a brand that fo­cuses on fast fash­ion and more cat­e­gories. There aren’t many brands that go across sa­rees, sal­war kameez, kur­tis, tu­nics, kurti suits, ready­made blouses and bot­toms. We were very strong in the south and west. Among our 100 EBOs, Kar­nataka has the high­est num­ber of stores with 21 in Ban­ga­lore it­self. We see there is lot of growth in NCR and Ker­ala. What kind of re­tail for­mats will you be fo­cussing on?

We are look­ing at a lot of malls, since they are op­er­a­tional, we are wait­ing for the right space. In the MBO space, we are right now with Shop­pers Stop and Cen­tral. There is still head­room here and we’ll part­ner with oth­ers too. We are also look­ing at Project Eve.

We have Mum­bai, Pune, Chen­nai, Delhi, Gur­gaon and Kolkata on the radar now. By March 2018, we should have 120-125 EBOs. The vi­sion is to open about 30-40 new stores ev­ery year.

What chal­lenges do you face in store build & fit-out?

We have been ex­e­cut­ing the store our­selves, where fix­tures and ma­te­ri­als are sourced di­rectly. We have cer­tain ven­dors like Pergo for floor­ing, Art­light for light­ing and dig­i­tal screens from LG and Sam­sung while the fix­tures come from a mix of ven­dors and sig­nages come from China. A lot of the ven­dors we work with sup­ply pan in­dia. Vi­nay Chat­lani, Co-founder & CEO, Soch

How im­por­tant is visual mer­chan­dis­ing strat­egy for Soch?

I think with ap­parel, visual rep­re­sen­ta­tion is very im­por­tant. We have seen that any­thing put at the back of cash till would sell 4-5 times more than other SKUs. Hence

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