Delhi-based footwear brand Campus Shoes is all set to expand its footprint in the market, as the manufacturer is all set to collaborate with retail giants like Shoppers Stop stores, Avenue Supermart Ltd (D Mart), Metro Shoes and Reliance Footwear.
While Vishal Mega Mart outlets in Tier II and Tier III cities of India will house Campus Shoes merchandise from August 2017 onwards, it is believed that by September 2017, the others will too start keeping the brand's merchandise.
While online is the new medium and e-commerce is gaining momentum, physical retail chains will still continue to grow, given to the advantages that they offer.
In the footwear industry, where look and feel of the product is a critical buying factor and people prefer to try the product before making a purchase decision, it is important to focus on expanding the retail chain.
"Given the crucial role of bringing the products closer to the consumer, played by the modern retail chains spread across the country, it makes sense for campus shoes to be associated with them. It's a shop-in-shop arrangement in two segments of key accounts vertical-regular non discounted retail chain and discounted retail chain-wholesale/cash and carry," said Managing Director Nikhil Agarwal, Campus Shoes.
"With these associations, Campus Shoes aims to gain a wider customer base, build the brand strong and increase its product's exposure and sales. The product range will vary at different retail chain outlets depending on the price point and demand pattern. Once our higher range of products is launched, we will target the Tier 1 cities/metros through these retail chain outlets," added Nikhil.