Shoppers Stop’s Strategies

In a series of articles, DFU looks at how over the years India’s Large Format Retailers (LFR) have performed and are strategizing future success, with new challenges and New Age consumers.

Shoppers Stop Charts a New Course: Diversification, Digital, and Downsizing

Shoppers Stop, once synonymous with high-end fashion in India, is weaving a new narrative. Navigating the changing retail landscape, this iconic retailer is adapting strategies to stay relevant and reclaim its once-dominant position. Let's unravel the threads of Shoppers Stop's transformation, examining its current strategies, future plans, and how it's redefining appeal retail for the quintessential Indian shopper.

Market Reshaping

India's retail landscape is undergoing a seismic shift. The once-ubiquitous apparel market, projected to grow to a staggering $190 billion by 2025, is being rocked by the online surge. Brick-and-mortar giants like Shoppers Stop are scrambling to adapt, blurring the lines between physical stores and digital platforms in an omnichannel tango. Couple with this, shifting consumer preferences, particularly in smaller cities, demand for a diversified portfolio and targeted strategies beyond the glitzy metros indeed, there is no longer a one-size-fits-all game; retailers must tap into the nuanced rhythms of a changing market to survive and thrive.

Weaving a new narrative

Once a bastion of high-end fashion, Shoppers Stop is now weaving a new narrative. It's not abandoning its premium roots, still proudly showcasing Tommy Hilfiger and Calvin Klein. But the brand is also adding a youthful twist with its own private label ‘Stop’, catering to a broader, trend-conscious demography. And it's not just about clothes anymore. Shoppers Stop is morphing into a one-stop shop for families, seamlessly blending fashion with homeware like ‘HomeStop’, beauty products, and even kids' items like ‘Archies’. This omnichannel player seamlessly integrates its mobile app, loyalty program, click-and-collect options, and even online styling consultations, blurring the lines between physical and digital experiences. It's a bold new thread Shoppers Stop is weaving, one that promises a unified shopping experience for the modern Indian family.

Financial Performance & Store Count

(Source: Company annual reports, industry research)

Future Focus

Indeed, Shoppers Stop’s future looks vibrant. In-house brands like ‘Stop It!’ and ‘Life’ are being beefed up, promising more profit and targeted options for diverse customer segments. ‘First Citizen’ loyalty is getting a tech makeover, with data-driven recommendations and personalized promotions tailoring the shopping experience. And beyond metros, smaller ‘Shoppers Stop Express’ stores are popping up in Tier II and III cities, bringing premium fashion closer to a wider audience. The ‘Lovebirds’ collection with influencer Masaba Gupta is a testament to this strategy, a trendy youth-oriented hit that proves Shoppers Stop's pulse on evolving preferences. It's a multi-pronged approach, a tapestry of retail innovation that paints a bright future for this iconic brand.

Challenges and Opportunities

Meanwhile, Shoppers Stop faces fierce competition from online players like Myntra and Ajio, and other brick-and-mortar giants like Max and Lifestyle. However, its premium brand focus, omnichannel efforts, and strategic expansion plans offer promising opportunities for future growth.

The big retailer is embarking on a strategic transformation, weaving a new narrative that goes beyond its premium heritage. By embracing omnichannel experiences, diversifying its offerings, and venturing into smaller cities, the brand is aiming to stitch together a brighter future in the ever-evolving Indian apparel retail landscape. Whether it can reclaim its once-dominant position remains to be seen, but its focus on adapting and redefining its appeal for the modern Indian shopper is a story worth watching.

Value fashion and lifestyle products retailer V-Mart Retail has increased its store network by opening a new store at Gravity Mall, Kankarbagh, Patna.

Operating a chain of ‘value retail’ departmental stores across Tier II III and IV cities, V-Mart Retail currently sells, apparel, general merchandise and groceries. The retailer has 423 stores spread across 273 cities and 27 states in India.

Originally incorporated as Varin Commercial Pvt Ltd in July 2002 in West Bengal, the company opened its first store in Ahmedabad, Gujarat under the name of V-Mart Retail in October 2003. The omni-channel value retailer delivers experiential offerings to India’s aspirational middle class through relevant products, with an optimal mix of private and market labels.

In 2008, V-Mart Retail achieved a significant milestone by registering the company as a public limited entity and crossing a turnover of Rs 1,000 million.

Over time, V-Mart Retail has grown into a renowned family brand that caters to the needs of the entire family by offering high-quality retail products.

Womenswear brand of Nandani Creation, Jaipur Kurti has forged a partnership with Franchise India to introduce 75 new franchise stores under brand 'Jaipur Kurti', 'Amaiva' and luxury brand 'Jaipur Kurti Luxe' across six states by 2027.

The Master Franchise Agreement aims to blend traditional and contemporary fashion seamless. These new stores will showcase the company's signature designs besides offering customers personalised styling consultations and exclusive shopping experiences.

To be set up across Andhra Pradesh, Telangana, Gujarat, West Bengal, Bihar, and Jharkhand, these stores will help the brand broaden its reach and cater to diverse demographics besides allowing it to enter unexplored markets.

This partnership also emphasizes the company’s commitment to establish a retail presence across India through an asset-light model. The opening of these stores is expected to reduce dependence on third-party e-commerce platforms while enhancing the company's revenue and profitability.

Located in Kochi, Kerala, the new 22,500 sq ft store of fashion retailer Raymond is its largest outlet in the country.

Called, The Raymond Shop, the store offers complete wardrobe options for men from brands from the Raymond’s stable like Raymond Apparel, Raymond Made to Measure, Raymond Ready-to-Wear, Ethnix By Raymond, Park Avenue, ColorPlus and Parx.

The store is spread across three floors with the ground floor offering casual wear comprising of shirts, t-shirts, denims, corduroys, jackets, sweatshirts and athleisure wear from the brands Park Avenue, Color Plus, Parx and Raymond Ready to Wear.

The floor also houses The Linen Story, an exclusive zone of linen apparel and a made-to-measure counter from Raymond. It provides fabric swatches, a detailed set of measurements and craft factory-made garments with customisation. Accessories, innerwear and a woolens collection round off the section.

Formal wear and a custom tailoring zone dominate the first floor of the store, while the second floor hosts the Ethnix By Raymond section which provides traditional, ceremonial and Indo-Western wear. This 5,000 sq ft space is one of the largest Ethnix stand-alone store spaces in the country.

The top-most level consists of an exclusive Raymond Home area that offers an assortment of bed sheets, bed-linen, towels, pillows and bath-wear. The floor also houses a café titled Café Palette which provides food and beverage to shoppers.

Owned by Aswani Lachmandas Group, Raymond also operates three more stores including ‘The Raymond Shops’ in Kerala located at Marine Drive, Lulu Mall and Thrippunithura.

US-based Gap Kids has unveiled a dedicated store in Hyderabad, marking its expansion in India under Reliance Retail.

The new outlet, situated in Sarath City Capital mall, boasts an inviting white decor with the brand's signature navy blue accents.

The store, catering to both boys and girls, showcases Gap's vibrant logo sweaters at the entrance, along with an enticing Rs 1,000 discount offer.

Gap Kids operates in India through exclusive outlets and various multi-brand e-commerce platforms, including Tata Cliq, Flipkart, Amazon India, Ajio, and Myntra.

The brand, introduced to the Indian market by Reliance Retail in July 2022, previously partnered with Arvind Fashions before ending the association in 2020.

As a part of retail and e-commerce licensing agreement signed with American Eagle Outfitters, Aditya Birla Fashion and Retail (ABFRL), launched the brand’s new store at the Lulu Mall, Thiruvananthapuram in Kerala.

Aditya Birla Fashion and Retail (ABFRL) had entered into a retail and e-commerce licensing agreement with American Eagle Outfitters, Inc in August 2017.The company made its debut into the Indian market in June 2018 with its first store in DLF Mall of India, Noida.

Headquartered in Pennsylvania, American Eagle offers clothing, accessories, and personal care products. Founded in 1977 by brothers Jerry and Mark Silverman as a subsidiary of Retail Ventures Inc, American Eagle currently operates over 1,000 stores in the US, Canada, Mexico, China, and Hong Kong, and ships to more than 85 countries worldwide.

Flipkart has launched its first campaign for the year 2024 starring actor Alia Bhatt.

Titled, ‘Mauka jo bhi ho, bas Flipkart karo,’ the campaign aims to boost sales on the e-commerce platform during the ongoing wedding season in India. It features two ad films that showcase different wedding rituals celebrated across India.

The campaign boosts Flipkart’s commitment to deliver value while fulfilling every nuanced need - from everyday essentials and the latest gadgets, to wedding fashion wishlists. It features a well- dressed couple who shock everyone at a wedding by presenting them with unexpected and thoughtful gifts – a smartphone and television to the couple.

Pratik Arun Shetty, Senior Director-Marketing, says, the campaign celebrates Flipkart’s role in empowering shoppers role with perfect outfits and meaningful gifts during every special occasion

The campaign will be aired across a mix of retail channels to enable Flipkart to reach its set of consumers in multiple languages across demographics. 

Indian casualwear brand of the United States Polo Association (USPA) group, US Polo Assn has launched a new store at Panjim in Goa. Spread across 2,237 sq ft, the store spans two floors. It has an all-white interior, whose beauty is further enhanced by the use of wood, metal, and concrete detailing. The store also has a special wall embodying the brand’s spirit of cool and classic.

 Amitabh Suri, CEO, US Polo Assn. - Arvind Fashions, says, the store carries the brands’ product offerings in the form of USPA Mainline, USPA Sport, Denim & Co, Footwear, Accessories & Innerwear.

A popular brand in India, the US Polo Assn is particularly popular for its polo shirts that are made with high-quality fabrics and feature the iconic US Polo Assn. logo. Offering a wide range of styles, colors and designs, US Polo Assn is a one-stop destination for stylish, classic clothing that's both versatile and affordable.

As a part of its ongoing expansion plan, Kalki Fashions aims to open three to four new stores in 2024. The brand plans to open stores in cities like Lucknow, Chennai, Jaipur, Ludhiana, and Indore It also plans to opens stores in the United States by 2025.

Over the past three years, Kalki Fashion grew at a CAGR of 50 per cent. In the current fiscal year, it is projected to grow to Rs 230 crore with the addition of three new stores in the second half. Looking ahead, the brand aims to generate a revenue of over Rs 330 crore in the next fiscal year, says Nishit Gupta, Director and Co-founder/

A brand with a 15-year legacy Kalki Fashion delivers high-fashion products at attractive price points. The brand aims to bridge the gap between mass-produced, inferior-quality brands and ultra-premium, hard-to-access designers labels by offering designer-quality apparels at affordable prices.

Multinational Conglomerate Lulu Group plans to construct the largest shopping mall in Ahmedabad this year, as per MA Yusuff Ali, Chairman and Managing Director, Lulu Group International.

The UAE-based retailer will build the mall with an estimated investment of Rs 4,000 crore. It further plans to launch two new malls in Chennai and Ahmedabad and six neighbourhood centres in Kerala.

Last year, the Lulu Group launched two new malls in Hyderabad, Telangana and Palakkad, Kerala. It currently has malls across Kochi, Thiruvananthapuram, Triprayar, Bengaluru, Lucknow, Hyderabad and Coimbatore.

Founded in 2000 by Kerala-based entrepreneur MA Yusuff Ali, Lulu Group International is based in Abu Dhabi, United Arab Emirates. The group currently operates malls, hypermarkets and retail companies across GCC countries, Egypt, Malaysia, Indonesia and India. It has over 250 hypermarkets and 25 shopping malls across 22 nations.

Luggage and accessories brand Mokobara plans to increase its store count to 20 in the current financial year. The brand recently opened its ninth India store with an exclusive brand outlet in Hyderabad, Telangana.

Located in the Sarath City Mall, the new store sells Mokobara’s luggage range featuring its lightweight, hard-shell suitcases. The store also sells the brand’s travel accessories, wallets, and sling bags along with tote bags and briefcases in minimalist, modern designs. 

Expanding its product basket, Mokobara has launched a range of brightly colored women’s handbags. Designed in tangerine and deep blue hues, these handbags are versatile enough to be used from day to night besides being sold in the brand’s new outlet. 

Launched in 2020 as a D2C brand, Mokobora forayed into brick-and-mortar retail in May last year. The brand has stores in various locations including Bengaluru, Pune, Mumbai, and Gurugram.