Bombay Dyeing plans to set up 50 new age stores this fiscal

Leading textiles players Bombay Dyeing has plans to set up 50 new age stores with contemporary design and product specific displays during the current fiscal.

"Out of 50 new age stores we are planning to open by the end of the fiscal, we have already opened six such stores so far," Bombay Dyeing chief executive for retail Ashok Kaul told PTI here.

These new age stores will be focused on attracting young customers and will have an area ranging between 700 and 1,600 sq ft, he said, adding they are extremely "stylish and chic".

The company has 350 stores pan-India, including 16 stores that are owned by the company.

"Going forward, focus will be on combination of company owned and franchisee stores. Some of the new stores are evidently in high-end locations," Kaul said.

There has been a thought of catering to different consumer segments through various design offerings. There is a marked difference in designs with bold colours, patterns and vibrant stories, he said.

Last year saw the launch of seven new collections which were primarily targeted at modern consumers and the youth, taking inspirations from modern cities, art and design, he said.

There is a new brand campaign known as 'Change is beautiful', stemming from changes taking place in society, people's lives and the evolution and change in Bombay Dyeing, Kaul said.

The changes in new age stores include contemporary design, product specific attractive displays, solution selling to promote all categories and coordinated bed and bath ranges, he said.

"Consumer segmentation has been used for designing for the first time, thus overhauling the entire designing process," said Kaul.

"Moreover, we are launching mattresses for the first time," he added.