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Clovia plans omnichannel retail expansion

Clovia plans omnichannel retail expansionWomen’s wear brand Clovia has launched a Powerpuff Girls collection that offers nightwear and briefs for women. “The cute designs offer a relaxed and happy feeling after a long and tiring day,” says Pankaj Vermani, Founder and CEO, of the brand. Featuring the three super girls: Buttercup, Blossoms and Bubbles, the collection offers a wide range of bright printed hipsters with a double layered gusset along with soft and breathable night suits with Powerpuff girls imprints. “It is crafted with stretchable cotton spandex fabric for comfort. The collection revives your childhood memories through its cute styles crafted with sugar, spice, and everything nice,” adds Vermani.

Going beyond innerwear

Starting predominantly as a bra-n-brief brand, Clovia hasClovia plans omnichannel extended its offerings to nightwear, shapewear, and loungewear. “We’ve identified a lot of verticals within these categories, and launch over 200 styles per month across the women’s bras, briefs, nightwear, shapewear, loungewear, resort wear, swimwear, leisurewear and activewear categories. We also offer a beginners and a maternity range of bras,” adds Vermani.

A full stack lingerie brand, Clovia controls every part of its supply chain from conception to completion. “We procure raw materials and design them in-house. These materials are manufactured in third-party facilities working exclusively for us. These are then sold through a host of direct sale channels,” explains Vermani.

Superior quality offers unparalleled edge

The brand makes its products in small quantities. These are monitored via a state-of-the-art backend technology, which predicts future sales and recommends what further quantities should be produced. “This reduces the cost of our products but increases their appeal. Our positioning as an affordable-premium fashion-solution and supply chain backed by superior quality and backend technology gives us an unparalleled edge over the other brands,” he adds.

Aiming to redefine Indian’s lingerie market and help customers choose beyond standard cuts, shapes, and colors, Clovia also offers an easy exchange and return policy which reduces customer’s apprehensions about the products.

The brand now aims to meet growing demand for products besides ensuring their growth through all channels of distribution. “We plan to expand both our online as well as offline operations in the next five-six quarters. Our aim is to understand the audience and nuances of each channel and ensure a true omnichannel experience for our customers and sellers,” Vermani signs off.

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