Online fashion brand FabAlley, which had opened a physical store in
New Delhi earlier in June, plans to widen its offline network and
introduce outlets in all major cities of the country -- Mumbai,
Bengaluru, Hyderabad, Chennai and Pune.The brand is also planning to launch more stores in the national capital.
"In
our Phase 1, we are looking at targeting most metros and maybe a few
more stores in Delhi. Metros and mini-metros are where we get our
traction from and that's where we will set up our brand outlets," Tanvi
Malik, CEO and Co-founder of FabAlley, told Business Today
"The idea for FabAlley is to be an omnipresent, pan-channel brand.
And we feel that the full impact of a brand is felt when there is a
certain touch and feel factor attached to it. Also now FabAlley is at a
stage where we want it to be in the same neighbourhood as its fellow
fast fashion brands like H&M and Forever 21. And therefore we want
to expand our offline presence," she added.
Started in 2012,
FabAlley came into the limelight earlier in the year, when it launched
an ad campaign called 'unfollow' featuring stand-up comedienne Radhika
Vaz.
The start-up is developing an ad campaign along similar lines
for its new collection for 'curvy' body shape, which it will introduce
next year.
"Unfollow was targeted to say that we don't want to
create normal, mass products to just sell. It was our ground zero and we
will be building on that and something along the lines of 'unfollow'
would be coming up soon," said Shivani Poddar, co-founder of FabAlley.
The
company, which partners online marketplaces such as Myntra and
Snapdeal, also has several other expansion plans in the pipeline and it
wants to add more categories like shoes into its portfolio.
"Currently
we get 10,000 visitors a day on our website and 1800 orders a day (all
channels). In the next six to nine months, after our offline expansion
is done, we are targeting about 4,500 orders a day and hope that in FY17
we will be a Rs 100-crore GMV brand," added Tanvi Malik.
The company is looking to hire 150 more employees next year.
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