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Raymond to open 500 stores in smaller Indian towns
Apr '12
Raymond Ltd., one of the largest integrated manufacturers of worsted fabric in the world, is expanding its reach across India by opening 500 outlets in smaller towns during the next three years.

Raymond, which launched its first showroom in the 1950s in Gujarat, has been steadily increasing its retail presence in the country. However, its retail presence has increased rapidly since it forayed into small towns in 2009.

During the last three years, Raymond has opened around 250 stores pan India, taking its current tally of the number of its showrooms to more than 670.

Besides opening new showrooms in small towns, the company would also expand its network of the exclusive Raymond Made-to-Measure outlets that offer customers wide range of choices in respect of fabric, style and fashion.

Mr. Rakesh Pandey, President – Retail and Business Development, Raymond Limited, told fibre2fashion, “We are the pioneers of modern-day textile and apparel retailing concepts, having launched our first outlet in 1950s in Gujarat. Since then, Raymond's retail presence has grown over the years having launched the franchising model of textile and apparel retailing and in establishing a wholesome wardrobe shopping facility for customers under a single roof, with the added benefit of the Raymond signature service ambience.”

Briefing about Raymond's retail expansion plans across India, he says, “With the launch of our small town foray – again a first in the industry – in 2009, the store network today stands at over 670 retail outlets. We successfully launched 250 stores over the last 3 years across India and plan to launch 500 more in the coming 3 years.”

Talking about the rationale behind Raymond deciding to have its presence in small towns, he says, “We are seeing immense awareness in smaller towns on fashion and brands, thanks to the growing media and travel exposure.”

Mentioning the factors that were considered while selecting towns for opening Raymond's new outlets, he says, “While foraying into smaller towns, we identified over 750 towns based on parameters like population, economic condition and market attractiveness. The availability of exclusive retail spaces and branding opportunities were also key criteria in selecting towns, largely in Tier III, IV and V locations, for opening our new outlets.”

Informing about new Made-to-Measure exclusive brand outlets (EBOs), he says, “Raymond Made-to-Measure is a premium offering from the house of Raymond, launched a year ago. The exclusive Raymond Made-to-Measure outlets offer premium service to customers in a dedicated infrastructure complete with choices of fabric swatches, accessory customization options, styling choices and a fashion advisory to bring about that perfect look in men's dressing.”

“Made-to-Measure as a service is an epic of customization. It combines the personalization and fit of tailoring and the finish of a readymade garment, considering that every garment from the stables of Raymond Made-to-Measure is personalized and fitted to the customer's choice and build, while being factory-made,” he concludes.

Fibre2fashion News Desk - India

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