BlissClub, an activewear brand, experienced a significant rise in operating revenue in the financial year 2023, soaring to Rs 68 crore from Rs 15 crore in the previous year. However, the losses for their direct-to-customer business also increased to Rs 36 crore, up from Rs 9 crore in 2022, as reported by ET Tech.
In an effort to expand its reach, BlissClub adopted an omni-channel strategy and invested in offline retail during the fiscal year ending March 31, 2023. This approach led to the opening of physical stores in cities like Mumbai and Bengaluru. The brand aims to establish 20 more brick-and-mortar outlets in the following year to engage customers directly and foster relationships, seeking feedback firsthand. BlissClub prefers to manage its stores directly for better control and management.
Alongside the offline expansion, BlissClub diversified its product line, focusing on expanding its sports bras collection and introducing a wide range of plus-size garments, as highlighted on its Facebook page. The brand’s core message continues to revolve around promoting an active lifestyle and body positivity through its marketing campaigns.
