Ahead of its e-commerce operations scheduled to begin next month, the Raheja Group’s HyperCity Retail is re-positioning its strategy with a focus on smaller stores due to lack of space and adopting an omni-channel presence with its own website to cater to urban customers.

“We are re-positioning ourselves with smaller stores and better product rage and assortments. Space for big stores are not available in good catchment area. In order to reach our customers and to give them choice, we will also start online operations. We are not getting into e-commerce to compete other e-tailers. It makes strategic sense,” HyperCITY Retail ceo Ramesh Menon said.

HyperCITY currently operates 19 stores across a dozen cities including Delhi, Mumbai, Hyderabad and Bengaluru. Increasing lack of space has meant that its new stores will be half the size at 40,000-45,000 square feet.

The company, which reported turnover of Rs 1,000 crore in 2915-16 is eyeing 15 per cent growth and will open 3 stores this financial year. “We will grow faster than the market,” he said.

For new stores, the company will look at increasing penetration in the existing cities where it has operations, particularly metros and tier I cities.