High Street Essentials Pvt. Ltd., the firm that owns and operates womenswear brand FabAlley, has launched its first exclusive store at Elante Mall in Chandigarh.
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.
The brand’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 colours 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.
Laid on 847 square feet carpet area, the store has theme-based zones to help customers with a seamless shopping experience.
Separate sections have been curated for workwear, travel and glamorous partywear. The store’s fresh, young and trendy accents paint the perfect backdrop to complement the brand aesthetics.
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 per cent of the total revenue of the company currently.
Excited about their offline move, 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 democratise 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 versus 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 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 3 months. The idea is to launch 6 to 8 FabAlley stores this fiscal, while also growing Indya’s existing 18 stores to 30 by the end of the year.”