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Nestasia Accelerates Nationwide Expansion with Trendsetting Store Launch in New Delhi’s DLF Avenue Mall

Published: December 13, 2023
Author: Fashion Value Chain

Leading global contemporary home décor brand Nestasia announced the inauguration of its first offline store in North India in the heart of Delhi. Following its Bengaluru (Bangalore) launch last month, the brand is on a path to fulfil its vision of opening 20+ stores in 2024. This 580 sq. ft. outlet, strategically located in DLF Avenue Mall, Saket, New Delhi, signifies a momentous stride in Nestasia’s accelerated nationwide expansion.

Derived from a thoughtfully curated global contemporary design philosophy, the store offers a unique aesthetic with a  space that features a neutral white colour palette with gold accents, creating a soothing canvas for the products and a serene atmosphere for customers. The minimal floor plan, sculptural display units, and arch-infused gondolas seamlessly blend refined elegance with moderate minimalism, allowing the products to take centre stage. An additional layer of character is brought about by earthy tones of oakwood and marble finish tables, further tying in the white and gold scheme. The store is a celebration of form and functionality, where every product is meticulously designed to balance Quality, Utility, and Beauty – the three integral pillars of Nestasia’s QUB (Quality, Utility & Beauty) model.

The Delhi store displays about 1100 products spread across 7 categories that include Dining, Kitchen, Decor, Soft Furnishings, Bath, Bags and Stationery which further include top performing sub-categories like drinkware, glassware, bakeware, office essentials, decor accents, vases, frames and more. The decor collection has themed collections like Nest Modern, Nest Jungle, and the signature premium decor and gifting collection Nest Luxe that includes candle stands and display pieces. Ahead of the holidays, the store has artfully exhibited its newest pieces in their limited-edition Christmas collection as the centrepiece.

Talking about the launch, Ms Aditi Murarka, Co-Founder of Nestasia said, “Delhi NCR has been our biggest market for online sales. Hence, it was a natural choice to pick Delhi as our location for offline expansion. Starting our North India offline story with Delhi and a prominent location like DLF Avenue makes it a very exciting first in hopefully many more to come within the next few months. With its rich catchment, high traffic and curation of brands, our first store at DLF Avenue offers an ideal opportunity or platform for a brand like ours (Nestasia) to take off, seeking greater awareness and discoverability. We aim to launch our latest collections and provide exclusive in-store offers to shoppers to experience the brand first-hand. The next few stores are to come up in Gurugram, Noida and Delhi itself. To provide a seamless experience for Nestasia shoppers, we hope to blend the ease of shopping online with the touch and feel of offline.”

Nestasia has achieved an impressive conversion rate of over 80% from in-store customers, and the Average Order Value in offline transactions exceeds that of online orders by 30%. The physical stores feature a contemporary and minimalist design, strategically crafted to accentuate the products as the central focus. The smaller size stores are currently preferred by the brand specially for mall locations to ensure a robust rent to revenue ratio. The brand aims to achieve a 2000+ SPSF (sales per square feet) across stores. Despite the current stores occupying an area between 500 and 1000 square feet, the brand is actively exploring the potential of larger-format stores in the future. By the close of 2024, Nestasia aims to derive 20% of its revenue from offline stores. In the fiscal year 2022, Nestasia concluded with a net revenue of Rs 21.8 crore and anticipates achieving EBITDA positivity in fiscal year 2024.

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