French value fashion brand Kiabi is making waves as it prepares to launch in the Indian market, choosing to go digital first. Specializing in affordable family fashion, Kiabi initially considered opening physical stores in metro cities but has pivoted to an online-first approach. This strategic shift allows Kiabi to gather valuable insights about popular products and high-demand locations before committing to traditional brick-and-mortar stores.
The decision to start online aligns with the cost considerations, given the high real estate prices, especially in Indian metros. By opting for online retail initially, Kiabi can minimize upfront costs while understanding the nuances of the Indian market. In the coming months, Kiabi plans to kickstart its online presence in India and is currently in talks with multi-brand e-commerce platforms, including Ajio and Myntra.
It’s worth noting that Kiabi’s sister brand, Decathlon, has already established a significant presence in India with physical stores across the country and a direct-to-customer e-commerce store. Both Kiabi and Decathlon are under The Association Familiale Mulliez, the holding company overseeing their operations.
As Kiabi gears up to make its mark in India, the online-first strategy reflects a thoughtful and adaptive approach to cater to the diverse and dynamic fashion landscape in the country. Stay tuned as Kiabi brings its stylish and budget-friendly family fashion offerings to Indian shoppers.
