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Zivame, backed by Reliance, bets India's smaller cities with a fresh store blitz.

Zivame, backed by Reliance, bets India's smaller cities with a fresh store blitz.
Zivame, backed by Reliance, bets India's smaller cities with a fresh store blitz.

Zivame, a lingerie retailer backed by Reliance Industries, plans to open between 60 and 80 franchised stores in the next year. The company is looking to grow its business in 'India's smaller cities.

Zivame, founded in 2011, was originally an online-only company. Since then it has expanded to physical stores. It now operates 174 exclusive brand outlets. Reliance Retail acquired a stake of the company in 2021, as part?of its wider push into apparel & innerwear.

Zivame's next phase of expansion will be focused on India's Tier-2 and Tier-3 cities, where the demand is "increasingly similar to that of metro markets, as social media adoption accelerates," COO Kiruba Devi told delegates at a Retailers Association of India conference in Mumbai.

She declined to provide a regional revenue split, but stated that the company had turned profitable during the last quarter. Without going into detail because the company now operates as a listed entity.

Devi stated that the brand is exploring franchise agreements to expand overseas, initially focusing on Southeast Asia.

She said that Southeast Asia was the "right place" for us to get involved immediately. Zivame has been in talks with the region and may launch a store by the end of next year.

Zivame began as a lingerie aggregator, but has now expanded its product range to include shapewear, activewear, and loungewear.

Devi stated that the company also plans to enter into children's clothing, but did not provide any further details. Reporting by Chandini monnappa in Mumbai and Praveen paramasivam; editing by Dhanya skariachan and Sonia cheema

(source: Reuters)