Page 20 - Images Retail January 2018

EXCELLENCE

MAX

FASHION

IS ON A

GROWTH

SPREE,

TARGETS

50 NEW

STORES IN

FY 2018

– By Charu Lamba
Currently, Max Fashion stores
th
are present in 100 cities ax Fashion has recently opened its 200 store in Chennai,
across India and the brand marking the occasion as one of the many milestones achieved
plans to expand to 20 more in the past 11 years of the brand’s presence in India.
Currently, Max Fashion stores are present in 100 cities
cities in the coming year. The across India and the brand plans to expand to 20 more cities
brand will cover 120 cities with M in the next one year. Th e brand will cover 120 cities with its
its brick-and-mortar format… brick-and-mortar format. Apart from that, its e-commerce portal, Maxfashion.
com serves to connect to consumers in more than 500 cities.
Talking about the same, Vasanth Kumar, Executive
Director, Max Fashion India, told IMAGES Retail Bureau
at the sidelines of IRF 2017: “Th e growth of Max continues
to be as strong as ever. Today, we have crossed 200 stores
and by the end of FY 2017-18, we will be adding another
50 stores.”
The Omnichannel Journey So Far
Omnichannel has opened a bag of opportunities for retailers,
and Max Fashion is also leaving no stone unturned to provide a
similar, unparalleled experience to its customers across all mediums.
Kumar said, “Apart from opening physical stores, we are also
connecting the inventory of all online and offl ine stores through click-
and-collect. Customers can shop online and then collect the item from
any store. Th ey can also get alterations done in-store if needed.”
“By going Omnichannel, the fulfi lment and convenience for the
customers goes up. It also helps brands give consumers a superior
experience,” he added.
Max is also working on an Endless Aisle pilot project in Bengaluru. Th e brand
is connecting its key stores to its warehouses so that products are available to
consumers. If a product is not in store at a particular point in time, customers

20 | IMAGES RETAIL | JANUARY 2018