Blissclub gears up for physical expansion across major cities

Bengaluru-based premium western womenswear brand, Blissclub is strategically expanding its physical presence across major Indian cities. Currently operating nine stores in five cities, the brand is targeting Delhi, Bengaluru, Mumbai, Pune, Chennai, and Hyderabad for its future expansion.

Blissclub plans to open stores in both malls and high-street locations to cater to diverse customer preferences, says Naman Sharma, Head-Retail. Having a thriving online business, the brand looks to complement it with a robust offline retail network, he adds.

Blissclub has developed an in-house store location selection framework to identify the best locations for opening new stores. The brand is currently focusing on Tier I cities before expanding to Tier II cities. Its direct-to-consumer (D2C) website is a major revenue driver, and it also has a presence on major marketplaces like Myntra, Amazon, Flipkart, Nykaa Fashion, Tata CLiQ, and Ajio.

Blissclub is currently focusing on strengthening its footprint in Tier i cities before extending its reach to Tier ii cities. The brand's decision-making process for store location selection is guided by factors such as catchment attractiveness, the performance of relevant brands in the vicinity, facade area, store size, and visibility from the thoroughfare.

Blissclub has also entered into a successful multi-brand outlet (MBO) partnership in Delhi, which has benefited both the brand and its MBO partner.