Fashion house High Street Essentials Pvt. Ltd., has launched the first exclusive store of its western wear brand, FabAlley at Elante Mall, Chandigarh in a move to expand its retail footprint. After having made its mark in online retail and experiencing the offline market through several large format stores, FabAlley opened its doors to the fashion-conscious market of women shoppers in Chandigarh with an aim to give them a first-hand experience of the brand.
FabAlley’s USP lies in its fashion-forward everyday styles that are aimed at the multi-tasking, millennial women of today. The designs are the perfect amalgamation of the current and the classics, thereby encapsulating a wide spectrum from casually cool to dressed-up glam styles.
The new store also marks the launch of FabAlley’s Fall Winter 2019 line, ‘Free Fallin’. The collection offers a mix of timeless prints, feminine designs with bright colors beautifully dipped in autumnal hues of dreamy blues, deep wine, subdued mustard, soft pastels, and classic neutrals to create coveted looks. The collection is apt for the woman-on -the-go who seeks versatility in her everyday fashion choices.
This launch supplements High Street Essentials’ larger strategy of foraying into offline retail aggressively. The company has launched 18 Indya stores in the last 18 months and is present at over 250 shop-in-shops in Lifestyle, Central, Globus, Ethnicity and Project Eve with both Indya and FabAlley. Offline retail contributes to about 50% of the total revenue of the company currently.
Shivani Poddar & Tanvi Malik, Co-Founders, High Street Essentials Pvt. Ltd. said, “It’s been seven years since we launched our online store, and it is now time to take the brand experience up a notch for our very supportive customers. With FabAlley, our goal has always been to democratize fashion and make it accessible to all Indian women, irrespective of their age, size, and geography. We have followed a very channel-agnostic retail strategy of being present wherever we are relevant to our consumers irrespective of traditional digital vs. Physical retail formats. Since the brand has been successfully growing online and offline through Large Format Retail, we felt the next step was to create a more experiential format where customers get to touch and feel of our products and grow more familiar with the brand’s design DNA. Our first exclusive store in Chandigarh is the first step in just that direction, with 3 more stores planned for launch over the next three months. The idea is to launch 6-8 FabAlley stores this fiscal, while also growing Indya’s existing 18 stores to 30 by the end of the year.”