Constant re-invention keeps fashion relevant


Pradieep Hirani has launched a new bigger sized retail format called the Kimaya Avenue, a one of its kind retail destination at three locations, New Delhi, Chennai and Benagluru. Each of the Avenues are spread over 8,000 sq ft and they synchronise the vocabulary of the various Kimaya sub-divisions, along with other leading luxury brands.


Marketing initiatives

The key focus for the brand has been on getting the 4 Cs, ie, Clientele, Company, Competition and Context (micro and macro environment related), right with regard to the products, brand and external factors.


Brand proposition 

Besides geographical expansion, the brand is developing and strengthening its growth across various verticals. Kimaya was the first Indian fashion house to sub-classify its offerings through its brands like Kimaya Bride (wedding trousseau), Kimaya Amoré (for plus sized women), Viva Kimaya (luxury prêt) and many more. The strength of brand is not just that it stocks the cream of Indian designer wear, but it offers edited collections from the top 150 designers of the country


The Challenges overcome

Challenges have come galore in form of government policies, new entrants and old competitors. But being forerunner in the industry and a pioneer in terms of the concepts, challenges have always worked in the brand’s favour— helping them spiral in the upwards direction.


Expansion plan

Kimaya plans to capitalise the luxury retail boom by having around 25-30 stores across the country in the next 3 years with emphasis on tier II cities like Ludhiana, Surat, Chandigarh, Kolkata and Hyderabad. Kimaya is also looking into airport retailing across the globe targeting popular destinations like L.A, California, Durban, Singapore, etc.


His understanding of the retail business and his learning in this process

“Earlier, retail was simple and it was just about profits and numbers. We didn’t need to break our head on zillion things including location, product, placement, visual merchandising, innovation, marketing, staff, brand positioning, etc. They were jargons at one point of time and today they have become the life blood of any successful retail venture. What I have learnt and adopted in the process is that it is imperative to re-invent in order to stay relevant in the retail world.”





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