Independent online fashion platform, LimeRoad, is on an expansion spree with the opening of its second retail store in Haryana’s Panipat. This store shall predominantly provide western, fusion and ethnic women’s wear and men’s wear.
The brand has an ambitious plan lined up to open 20 new stores in the next three to six months. This decision comes close on the heels of opening its first store in Surat.
Tanuj Ganjwani, owner of the Offline Project said, “These stores are being designed as brand touch points. With our Surat store turning profitable in less than five months, we opened our second outlet in Panipat with an aim to enter every market and inject fast fashion where users can see, touch, feel and live the LimeRoad experience first-hand.” Incidentally, its offline project is called LimeRoad Touch.
Suchi Mukherjee, Founder and CEO, LimeRoad is quick to add that the brand’s team had a fantastic experience working with Ganjwani’s team at Studio Lotus. She elaborated, “They have an outstanding sense of customer experience and design in the offline world, having led marquee offline rollouts like Royal Enfield and Good Earth stores.”
FOCUS ON DIGITAL SOCIAL EXPERIENCE
LimeRoad’s second store has a clear focus on design, using modular fixtures that can accommodate change of collections and display of merchandises rapidly and effectively. The fixtures are made of wood and metal while the colour scheme is muted and neutral. This sets the stage for the brand’s colourful merchandise.
Talking about the design ethos, Studio Lotus’ team, comprising Asha Sairam, Ankur Choksi and Ambrish Aror, revealed, “”LimeRoad offers its users a variety of trendy garments and accessories while allowing for a digital social experience of shopping via interactive styling scrapbooks. Inspired by this brand philosophy, our approach was to create a retail experience that celebrates this idea of interaction and abundance. These social experiences manifest themselves differently within the customer journey – such as the POS table or the trial room area that transform into interactive spaces to host relevant workshops on styling and thereby extend the brand’s online strategy into an immersive and tactile offline experience.”
The store has stylists on the floor to help consumers select products. Spread across 900 sq ft area, the Panipat store designed by Lotus Design, will be owned by franchisee partners and operated by LimeRoad.
It is interesting to see a host of online players entering the offline space. This only goes to prove the power of offline retail and its tenacity and relevance which has been debated upon since the advent of ecommerce in India.