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Desigual makes physical debut in India
Contemporary clothing brand Desigual has opened its first two stores in New Delhi, India after signing an agreement with Tablez, one of the largest retail groups in the country.
The first location opened at Vegas Mall in the Dwarka neighbourhood on 15 August, with a further shop launching at DLF Avenue in Saket in a 75 sq m unit. Desigual joins a mix of national and international brands at its new home, where it will showcase the womenswear, footwear and accessories collections.
The openings mark Desigual’s first physical venture in India, although the Spanish retailer has been available in the country via Myntra, Flipkart’s online shopping platform, since 2019. Up to four more locations have been scheduled to open in India over the next year.
The expansion is part of the brand’s growth strategy in Asia, where it already operates in 13 markets including China, Japan and Singapore with 374 stores. The region has been an important growth driver at the business, expanding by 25% over the past six years.
“International expansion and growth is one of the main business priorities for Desigual and introducing the brand to India is our strategy to make it happen,” said Jordi Balsells, channel strategy director at Desigual. “It is expected that the Indian fashion industry will become very digital. This will position the country in the top markets of the world. For that reason, India has become a strategic country for international brands with an omnichannel approach like Desigual,” he said.
Indeed, rival womenswear brand Mango revealed in September it is also eyeing India for growth.
Focus on younger consumers
“Desigual is focusing on reaching a youth audience and India is one of the Asiatic markets with highest potential to connect with new generations. Furthermore, the Indian consumers have a high sense of fashion and appreciate brands’ storytelling. These preferences are aligned with Desigual’s essence,” added Balazs Krizsanyik, country manager, Japan at Desigual.
Founded by Thomas Meyer in Barcelona in 1984, Desigual has a presence in over 50 countries across 10 sales channels, with six product categories and up to 500 standalone stores. The business employs about 3,700 people worldwide. In its latest financial year, the brand suffered a 10% decline in sales to 589 million euros.
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