Biba, the women’s ethnic brand, is opting for franchises in order to expand retail in smaller cities across India. These stores would be majorly for Rangriti, Biba’s mass to premium brand, targeted at the young audience.
Presently, the Biba and Rangriti together have 275 stores. The brand is planning to launch 100 outlets this year, of which 60 will be for Rangriti. Biba eyes a total store count of 500 in the next two years.
Nearly 90% of ethnic brand stores are company-owned. Some existing exclusive stores may be converted to franchise outlets depending on the location and feasibility.
Presently, the online sales account for nearly 15% of Biba’s total sales. The company is expecting to grow to 20% of overall sales in the next two or three years.