XYXX Expands Offline Retail Presence, Opens First Mall Store in Mumbai
XYXX Expands Offline Retail Presence, Opens First Mall Store in Mumbai

XYXX, a leading men’s premium innerwear and lifestyle label crafting apparel for the discerning Indian man strengthen its offline retail presence with the launch of its first-ever exclusive Brand Outlet. XYXX launches its first in-mall store that will provide a premium shopping experience for all product categories in line with its online presence.

The store has been meticulously designed to give due importance to each product category within XYXX’s robust portfolio. Flowchart Retail Consultancy designed XYXX’s Exclusive Brand Outlet is located in Mumbai’s Phoenix Marketcity Mall, Kurla - a frequently visited destination, housing 311 domestic and international brands. The all-new brand outlet is spread across 300 square feet and has been designed keeping in mind what XYXX stands for, and is an extension of the brand ethos of innovation and craftsmanship. 

The design elements have been thoughtfully curated to increase functionality, thus providing a seamless in-store purchase experience. Keeping this in mind, the display is broken down by tastefully crafted niches that offer a visual break. Drawing on the brand's inventive palette which is unique to the category, the design story uses a luxurious white with touches of blue to impart a relaxed, cohesive ambiance. The store design enables discovery not just for products but also for innovative materials, allowing the customer to not just buy into the product, but also value the expertise and insight on the product. 

XYXX’s vision to expand its physical presence in the country includes scaling up retail touchpoints from 14,000+ to 30,000 by 2023, including the launch of 10 Exclusive Brand Outlets by February 2022. A firm believer in being where the customers are, XYXX’s future EBOs will target not only metro cities but also important Tier I and II markets like Indore and Surat. 

Siddhartha Gondal, Co-Founder, XYXX said, “The launch of our first Exclusive Brand Outlet starts a new chapter in our journey and solidifies our commitment to being where our customers are and providing them a differentiated retail experience with every move we make. Phoenix Marketcity, Kurla is an ideal backdrop for our new store, as it is one of Mumbai’s busiest shopping malls. We are thrilled with the response to the outlet this far and are looking at opening a total of 10 stores across the country by February 2023 as part of our robust expansion plan fuelled by both product and category expansion as well as geographical footprint expansion.

Petal Gangurde, Chief of Brand and Culture- XYXX commented, “Our EBO design is an extension of our brand identity with a unique facade design and our distinct color scape that enhances product display, embodying innovation and craftsmanship. Consumer studies on shopping patterns show that nearly 20 percent of the store’s merchandise is skipped over because of long uninterrupted aisles, so we created niches that offer a visual break. Applying an analytical approach based on the brand's growing categories, we proposed a new layout model based on flexibility and the creation of spotlight spaces.

Mahesh Shinde, Founder, Flowchart Retail Consultancy, said, “It has been a pleasure to be a part of XYXX’s brand journey and design their first exclusive brand outlet. While diving into the design aspect of the store, we wanted to ensure XYXX’s first Exclusive Brand Outlet perfectly reflects and represents its brand ethos. We have designed the store in a way to make sure the shopping experience is completely seamless and uninterrupted - bringing to life the mood board that highlights comfort, breathability, innovation, and style. When it comes to such retail layouts, it is essential to design the store basis the customer touch points and create space designs that allow customer interaction with all the SKUs the brand is retailing. Keeping that in mind, we have built up the entire floor plan for a smooth consumer journey as opposed to a standard rack of piled-up products that reduce the visibility of each piece for the buyer.

XYXX’s primary belief of fabric innovation, a differentiated product portfolio, and a seamless customer journey stand true as a men’s lifestyle label to watch out for. With a Made In India and Made for India approach, their range of products employs fabrics suited to the Indian climate and wash conditions, is designed for the Indian body type, and employs an elevated basic approach to loungewear and athleisure. From odor cancellation and moisture wicking to quick drying and body temperature control, XYXX ensures all products are suited for the local climate, breathable, made for movement, and easy to care for.

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