European brand VOI Jeans targeting Tier II cities for expansion in India

The strategy of VOI Jeans is to offer high fashion products at affordable prices in India.

VOI Jeans India is aiming to expand its presence in Tier II cities and double its turnover by 2021. The plan is to launch 20 more exclusive outlets in the next two years. This expansion is in line with the European brand’s strategy to offer high fashion products at affordable prices in the country.

Currently, VOI Jeans India is present in Hyderabad, Bangalore, Visakhapatnam, Vijayawada, Pune, Delhi, Amritsar, Ludhiana and Kolkata. The brand at present has 20 exclusive brand outlets in India, of which, 15 are company-owned and five are franchisee-owned.

The company’s 25% of turnover comes from Telangana. VOI Jeans has over 100 shop-in-shops along with a presence on major e-commerce platforms like Myntra, Amazon and Flipkart. While the offline business contributes 90% of its sales, the remaining comes from online.

VOI Jeans expects to enter into more Lifestyle stores across the country. At present, the brand VOI is in ten stores and wants to go into another 50 or 60 stores in the next few years.

Opened in 2011, the company currently imports winter wear jackets, sweatshirts and footwear.