Housing the company’s leading brands, including Sparx, Flite, Bahamas, Boston and Maryjane, the outlet features improved merchandising that enhances product visibility
In line with its ongoing retail transformation, Relaxo Footwears has unveiled its refreshed Exclusive Brand Outlet (EBO) in Vasundhara. Housing the company’s leading brands, including Sparx, Flite, Bahamas, Boston and Maryjane, the outlet features improved merchandising that enhances product visibility.
The new outlet reflects a cleaner, more contemporary design language, supported with bold accents that reinforce brand identity, the company said, adding that the EBO features dedicated brand zones that enable easy navigation and allow consumers to move through the store.
“Retail today is more than just transactions, it is about how consumers experience the brand. With this new format, we are reimagining our stores to be more intuitive, more contemporary and more in sync with how India shops today. This is a step towards building a stronger, more engaging retail presence that reflects our evolution as an industry leader,” stated Aakash Koparkar, Vice President- Retail Business, Relaxo Footwears.
Expansion And Portfolio Diversification
The new store format is aligned with Relaxo Footwear’s broader retail strategy, which is centred on increasing store footfall, improving product visibility and driving stronger conversions. The company currently operates over 420 EBOs across the country and continues to expand its footprint in a measured manner.
The company is targeting at least 100 new EBOs this fiscal and accelerating its ecommerce and quick commerce presence through platforms such as Blinkit and Zepto. Alongside expansion, the company is also sharpening its focus on women and kids while expanding deeper into premium and lifestyle-led footwear categories as evolving fashion preferences, sneaker adoption and higher aspiration levels reshape consumer demand.
Earlier, Gaurav Kumaar Dua, Co-Chief Executive Officer and Whole-Time Director, Relaxo Footwears, told BW Retail World that the company is revamping its portfolio, retail formats and digital play to capture this shift.
Dua said Relaxo’s latest autumn-winter collection has placed greater emphasis on women and kids through dedicated offerings and sharper segmentation by age, style and price points. At the same time, the company is broadening its premium portfolio, expanding men’s footwear offerings up to Rs 2,800 from its traditional Rs 999 to 1,800 range.
