In an exclusive conversation with BW Retail World, Globus Fashion CEO Ranganath Kuppur outlines the brand’s ecommerce-led strategy and evolving fashion playbook. Edited excerpts
Globus has launched its new collection. What are the key themes, trends, or inspirations, and how are customers responding across regions?
Before I get into the collection, let me give you some context. We began as a multi-brand outlet (MBO) retailer, housing several labels alongside our private label. This format worked well until COVID-19, but the post-pandemic boom in ecommerce changed the retail landscape drastically. MBOs lost ground in India — even large players like Shoppers Stop and Lifestyle now lean heavily on private labels.
At Globus, part of the R Raheja Group, we saw the need to shift from MBO to a single-brand outlet model, building solely around our own label. Leveraging our strong brand recall in the western and northern regions, we pivoted to ecommerce, with a core focus on women’s wear — party dresses, workwear, fusion styles, and bottom wear.
Our Rakhi collection embraces a “back to roots” theme, with distinctive silhouettes that celebrate sibling bonds. We launched around 60–70 designs, and the response has been excellent.
Can you share a snapshot of Globus’s recent business performance?
Since moving to an ecommerce-first approach about a year ago, our top line has grown 4X. We’ve moved from a negative 30per cent operating margin to a positive 10per cent — a huge turnaround. While the broader ecommerce fashion market has seen flat or single-digit growth lately, Globus has surged, ranking among the top 20 brands on Myntra and top 10 on Nykaa. Flipkart and Amazon are also keen to work with us on a sale-or-return model.
What fashion trends are you observing in India’s mid-premium retail space, and how is Globus aligning its merchandising strategy?
The fashion market is crowded in the mass segment, but mid-premium remains an under-served space. That’s where we’ve always positioned ourselves, catering to millennials who knew us from our offline stores in the 2000s, while also appealing to Gen Z.
Our approach is highly data-driven — from price points and subcategory trends to fabric choices. We work on a tight 4–5 month calendar versus the industry’s usual 6–8 months, which keeps us close to real-time trends. We launch 45–50 new designs each week to keep customers coming back.
How are you approaching Tier-2 and Tier-3 markets?
Fashion flows from metros to Tier-1, then Tier-2 and Tier-3 cities. We don’t design entirely separate collections, but we adapt styles — often introducing them a season or two later at slightly lower prices and with more traditional touches. This improves acceptance while keeping the fashion aligned with metro trends.
How is Globus blending digital and offline experiences for today’s mobile-first consumer?
We have a young, dynamic social media team that keeps our digital presence fresh. We also engage influencers and encourage customers to tag us when they wear Globus.
On the operational side, we’ve opened four fulfilment centres across India to ensure deliveries within one or two days. Our social media strategy includes interactive polls, customer feedback loops, and showcasing behind-the-scenes design work — all to keep Gen Z and millennials engaged.
