Kishore Biyani-led Future Retail is all set to launch its first exclusive brand outlet (EBO) for women’s fast fashion next month.
The brand has been named Cover Story and aims to take international brands like Zara and H&M head on.
Says CEO Future Style Lab, Manjula Tiwari, “Cover Story is a subsidiary company for the Future Group. It is India’s first fashion brand that translates catwalk trends to stores within four-six weeks.”
“We have a trendspotting office in London, we source material globally and produce the merchandise in India. The idea behind the business is speed. We’re going the Omnichannel way with this business,” she adds.
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Cover Story is looking to embrace technology to be cost effective and establish a consumer engagement early on.
The brand was recently soft-launched earlier this month at select Central stores in a shop-in-shop format, but now the first Cover Story is being launched at Infinity Mall, Malad.
The company plans a Delhi launch soon after.
READ MORE: Kishore Biyani predicts end of online discounts
The brand plans to expand its physical presence by opening stores in 50 locations in India over the next three to four years
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