Apparel brand Van Heusen plans to expand its exclusive brand outlet (EBO) count by 50 this year, which will take the store numbers to 300, a company official said.
Mr. Vinay Bhopatkar, COO of Van Heusen said, “We will expand Van Heusen exclusive outlets by 50 to 300 this year and also close this fiscal year with 20 per cent growth from Rs 1,500 crore last fiscal.” Expansion of outlets will be mainly in tier II and III towns, he said.
Besides, in order to hike conversion rates of walk-ins at Van Heusen outlets, it has integrated online and offline aspects through its ‘My Fit’ concept.
Mr. Bhopatkar said, “Many times, customers walk out of a store without buying due to the outlet’s inability to customize apparel to their satisfaction.”
“To overcome this shortcoming, we have introduced My Fit, whereby a customer can customize the shirt or trouser as per his specification and preference,” he added.
The brand will also introduce the ‘My Fit’ concept to its women’s wear range also in the near future, COO added.