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Sports brand Fila plans 100 stores; expects 50% omnichannel growth in India

Fila Store

Omnichannel, a cross-channel strategy that brands use these days to improve their user experience and presence over channels such as physical locations, e-commerce, mobile applications, and social media.

Italian sports and fashion brand Fila is planning to tap omnichannel retail better. It is now expecting 50 percent growth in the Indian retail market from e-commerce and as well as its offline stores.

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In the months ahead, Fila will be expanding its reach in metros, mini metros and tier II cities.

The brand has planned 100 exclusive retail stores in India over the next five years.

“We will continue to launch one exclusive store each month going forward. We will then eventually step it up to two stores a month till we reach the 100-store mark,” reportedly said Anupam Sehgal, Marketing Head, Fila India.

It has added 5 company-owned stores in Mumbai, Hyderabad, and Pune in the past four months.

“One of the things we have observed over the past four months is that wherever we have expanded our retail footprint, we see a spike in e-commerce sales. In the future, both online and offline will hold equal importance for our business, they feed into each other,” he added.

Markedly, Fila India is a licensee held by Cravatex Brands Limited. At present, Fila has around 1500 points of sale in India. It is expected that the number will grow to 1800 by July 2019.

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