Indo-western womenswear brand Chique has recently geared up its plans to expand in Tier 2 and Tier 3 cities across India. It aims to open 150 plus stores in the next three years. The brand already has more than 40 outlets in 26 cities, including Delhi, Ahmedabad, Lucknow, Jaipur, Hyderabad, Ludhiana, Gurugram, Bangalore, and Mumbai. It is now eyeing growth in smaller cities.
Apart from its own website, it also sells through e-commerce platform like Myntra, Nykaa Fashion and Pernia’s Pop-Up Shop.
Location Strategy: Tier 2 & 3
Recognizing the rising demand from their stores in tier-2 and 3 cities, Chique is planning to extend its reach by collaborating with over 10 Multi-Brand Outlets (MBOs) in various cities by the end of this fiscal year. The company feels that the strategic move is expected to fuel a projected 50% (YoY) growth for the brand.
“We aim to establish a presence in every corner of India, and our partnership with these MBOs brings us closer to that goal. Customers in tier-2 and 3 cities are displaying a growing fashion consciousness and an affinity for our products. Our commitment is to craft each piece in alignment with the evolving needs of women. Our approach blends traditional and Western sensibilities seamlessly,” says Siddhant Gupta, Founder, Chique.
Chique also opened an 800 sqft store in Dubai last year. It plans to open more than 150 stores in the next three years, with a focus on UAE as the starting point.
About The Brand
Chique was established in 2015 by Siddhant Gupta under the guidance of his father Suresh Gupta and offers clothing including workwear, casualwear, eveningwear, and occasionwear.
The brand’s target audience is urban women in the age range of 20 to 60 years. It claims to have its own manufacturing units with a capacity of producing over 100,000 units per month.
The brand has evolved from an entrepreneur’s dream to a multi-outlet brand in a short span of time, while constantly evolving and expanding the product line and ruling the hearts of loyal customers.
~ With inputs from Karan Nangia for IMAGES Business of Fashion