15 November 2021, Mumbai:
Biba plans on having 200 more stores over the next three years. Of these 200 stores, 40 percent would be flagship stores, around 3,000 to 5,000 sq ft in size.
These stores would have a different experience for customers. The trial rooms, for instance, would have special lighting techniques that allow customers to see how a dress would look in the afternoon or in the evening.
The brand is currently at 296 stores. About 20 percent of these are franchise-owned. Biba’s share of e-commerce sales has gone up 20 to 25 percent. The brand has sharpened its focus on e-commerce as it provides the convenience of contactless delivery. Apart from its own website, Biba has also expanded its presence across marketplaces like Amazon and Myntra.
The brand’s ethnic wear sales fell by nearly half because of lockdowns, and there were no social functions like weddings and events taking place. Biba closed almost 30 stores across the country last year.
So Biba struck a revenue-sharing deal with malls and high-street partners. Since September 2021, the brand has been observing good traction and expects offline to be close to 100 percent of 2019 numbers.
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