Woodland’s business recovers up to 60 per cent of pre-COVID levels

Footwear and apparel brand Woodland’s business in India has recovered to 60 per cent of pre-COVID levels, says a report by the Hindu Business Line. During the initial days of the pandemic, the brand reworked its website to make it more user-friendly and allow more payment options. It altered its product portfolio across e-commerce sites — such as Amazon, Myntra and Flipkart — to include ‘lower cost offerings’ that were in demand then.

The brand initially focused on items like open footwear including flip-flops and sandals, monochrome tees and athleisure were the focus initially. It introduced canvas shoes and walking shoes as jogs, walks and runs became popular. The brand witnessed a renewed demand for T-shirts and casual wear during the festive season. However, its premium leather offerings (formal footwear) under the ‘Woods’ and ‘Woodland’ brands remain slow. Major outdoor apparel sales, including cargoes and other functional wear, are yet to pick up.

Omni-channel sales helped the brand in better inventory management and clearing excess stocks from slow-moving stores. It recorded strong demand for casual shirts and T-shirts from parts of South India and the company used stocks from North and West India stores to cater to the demand. It hopes to end the current year with 60-70 per cent of last year’s turnover.