Wills Lifestyle, the ITC-owned premium apparel brand that has registered strong growth in metropolitan and tier I cities, is now eyeing the smaller towns, especially the tier II and III cities.
The apparel brand plans to open 20 stores in cities such as Mangalore, Mysore and Jodhpur in the next 12 months. The company has entered 10 new cities including Jalandhar, Coimbatore and Guwahati in the last year-and-a-half.
Currently, Wills Lifestyle has around 80 stores, of which 30 were set up in the last 18 months.
“Our plan is to make Wills Lifestyle products easily available to the customer,” Atul Chand, divisional chief executive of ITC’s Lifestyle Retailing told HT.
The company also plans to develop different collections for different cities, bearing in mind the tastes and preferences of customers in the cities they are set to enter.
“Our supply chain and design needs to be in sync with the type of requirements of the city. We will introduce new collections every six weeks,” said Chand.