06 September 2022, Mumbai:
Footwear brand Khadim is focusing on athleisure and casual footwear.
The company's athleisure category has seen phenomenal growth due to rise in performance of physical activity by consumers. Further there is a change in customer buying behavior towards casual and fashionable footwear.
The core proposition of the brand is affordable fashion for the entire family for all occasions. The brand has rolled out a trinity offerings of refreshing in-store experience, affordable pricing and a fashionable range of products.
Currently, Khadim footwear has 796 retail stores pan India. Out of these, 207 are company owned outlets and the others are in association with franchisee partners. Khadim would add on around 70 to 80 stores a year across the country through a combination of company-owned outlets as well as through franchisee partnerships.
E-commerce is a growing division for the company. Currently, five per cent of sales come from e-tailing and going forward Khadim expects this to go up by ten per cent. With a vision to be an omni-channel brand, Khadim is focusing on enhancing its services and has partnered with major e-commerce platforms Amazon, Flipkart, Myntra. Brand promotion investments are focused on ROI-driven campaigns and the brand spends around two per centof net sales on brand promotion.
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