Wills Lifestyle, the lifestyle retailing business of tobacco major ITC, is chalking out major plans to strengthen its retail business. In addition to widening its product portfolio, the company is foraying into tier II cities, increasing the store count to 100 in two years. The company has also tied up with designers such as Rohit Bal, Monisha Jaising, Manish Malhotra and Rajesh Pratap to retail their collections through Wills Lifestyle outlets.
“We have 45 stores across the country and are planning to take the number to 100 in the next two years,” confirmed Atul Chand, ITC vice president, Marketing & Retail of Lifestyle.
While the main focus is on the metros, the company is also planning to open stores in tier II cities like Mysore and Siliguri. “The metros are undoubtedly an attractive market, but we are also looking at smaller cities. We are planning to take the number of stores in NCR from 7 to 15,” Chand added.
A revamp of the store look is also on the anvil “Wills have tied up with the US-based company FRCH, which will design the stores for us. We want our outlets to reflect a contemporary look and offer to consumers a comprehensive brand experience,” Chand informed.
Wills Lifestyle was an associate sponsor for the recently held Wills India Lifestyle Fashion Week in the capital city. “Designerwear contributes nearly 15 per cent to the total sales of the lifestyle stores, and we are planning to take it to 25 per cent in the next two years,” Chand said.
– Bangalore Bureau
