Linen Club Expanding Store Network To Smaller Cities
The textiles division of Grasim Industries is planning a significant expansion of its Linen Club brand stores, into smaller cities and towns by opening 100-120 retail stores over the next two years.
The Aditya Birla Group company is aiming to tap into the potential growth of these smaller towns and cities, and thereby increase its market presence.
“Currently we have 217 brand stores across India and the foray into smaller cities and towns is to cater to the growing demand,” Satyaki Ghosh, CEO, Domestic Textiles at Grasim Industries said.
Linen Club is a premium linen products brand, which currently contributes about one-third of the company’s textile business or around Rs 3,000 crore.
“Grasim Textiles also intends to expand its distribution network by increasing its reach through multi-brand retailers, aiming to reach 12,000 such retailers, up from around 8,500 currently,” media reports stated.
Grasim Textiles will also focus on ecommerce, which presently accounts for 15-18 percent of its retail sales and has plans to introduce an omni-channel strategy, offering customers’ flexibility of both online and offline shopping.
Grasim has recently launched Cavallo, a brand manufactured from waste linen and which is blended with cotton, aimed at the youth and available only on online channels.