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Bata to use e-com, multi-retail approach to expand reach

30
Nov '19

Pic: Shutterstock

Indian footwear firm Bata will continue its growth journey with the multi-retail channel approach and e-commerce channels, according to its chief executive officer Sandeep Kataria, who recently said the company is now using all three engines—its own stores, franchise partner stores, which are a big drive in tier III and IV cities, and multibrand outlets.

With a retail network in 450 towns, the company is further expanding by adding new stores in smaller towns through the franchise route.

The company last month said it will strengthen its presence by adding 500 stores in next five years, focusing mainly on small markets as it has identified tier II, III and IV cities where it has plans to broaden its sales network through the franchise model.

Earlier the company was selling through its retail stores only in 450 towns; but as the brand was much bigger than the company’s reach, it decided to expand, Kataria told a news agency.

According to Kataria, online channels are providing opportunities in multiple ways to reach consumers. Besides, Bata is working hard to reconnect with the country's millennials as well.

The company has licence for manufacture and sale of several global brands like Hush Puppies, Naturalizer, he said. It has also introduced outdoor brand shoes from Caterpillar in its top selected outlets this season.

Fibre2Fashion News Desk (DS)

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