House of Anita Dongre (HOAD) marked a milestone in the fashion retail space by opening 100 exclusive brand stores in the year 2016-17. The total count of exclusive brand stores for HOAD now is 280, making it one of the fastest growing fashion houses in India. HOAD’s And, Global Desi and Anita Dongre brands, contributed with 49, 49 and 2 new stores each.
Flagship brands And & Global Desi became the largest players in women’s western wear and women’s fusion wear categories, respectively. The expansion saw the brands And & Global Desi strengthening their footprint in a number of tier II and III cities, right from Jammu in north to Cochin in south, and from Jamnagar in west to Imphal in east. Both the brands are now present in over 55 cities with their exclusive stores.
HOAD also achieved a substantial growth in the MBO presence last year for brands And & Global Desi with more than 90 new MBOs across the country. This is in addition to the existing 670 retail points the brands occupy in large format stores like Lifestyle, Shoppers Stop, Pantaloons, Central and more.
“We believe that getting closer to our consumers and customising our distribution network to their shopping patterns is a critical ingredient for success in this industry. While our brands shall continue with this pace of expansion, our focus will also be on maintaining the profitability of each of our retail points,” said Bijit Nair, president retail, HOAD.
“Right from the onset of my career, I have believed that fashion should be accessible to all and it has been my vision to democratise fashion in India. I have an excellent team now that helps me bring this vision to life,” said Anita Dongre, creative director, HOAD. (KD)