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Gili eyes tier-II cities

Gili is chugging towards the motto of opening around 50 EBOs by the end of this fiscal


July 12, 2010  |  comments ( 0 )  | 
Gili eyes tier-II cities

 

Gili is chugging towards the motto of opening around 50 EBOs by the end of this fiscalin the tier-II cities pan India. The jewelry brand will mainly follow the retail formatsof COCO stores (company owned and company operated) and FOFO stores (franchiseowned and franchisee operated). The company is looking for novel locations to explorethe market worth, thereby, targeting cities such as Aurangabad, Pune, Nagpur andBangalore for its upcoming stores.

According to the company, Gili is confident to open EBOs since there is huge potentialin the market in these cities. At present, Gili holds strong position in the branded segmentand possesses an impressive share of around 46 per cent in shop-in shop. So now thecompany's logical step towards expansion is the EBO model.

In the nascent stage of its establishment, Gili faced a lot of challenge in acceptance ofdiamond jewelry by the Indian audience; they were also not aware of the concept of 18carat gold jewelery. However, having embarked on its shop-in-shops format around 15years ago, Gili currently has a pan-India presence through 16 operational EBOs and 145shop-in-shops with major retail outlets such as Shoppers Stop, Lifestyle, Westside, JustIn Vogue and Landmark.

At present, Gili’s COCO stores are present at Select Citywalk, Delhi, The Great IndiaPlace, Noida; Mantri Square and Garuda Mall, Bangalore, and R-City and Inorbit,Mumbai. Its FOFO stores are present at Hisar, Jaipur, Coimbatore, Nagpur and Satna.


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