Expanding its omni-channel strategy in India, Spanish fashion group Mango has opened its first brick-and-mortar store in Delhi, in conjunction with its business partner, Myntra.

Online retailer Myntra has partnered with select retail companies to curate the Barcelona-based group’s offline business in India.

Mango’s expansion plan consists of 25 store openings in India over the next five years. Its first store opens on Wednesday in Delhi at Select Citywalk Mall, Saket. The second store opening will take place in Mumbai, at Phoenix Mall, next month, and will be followed by three more openings before the end of 2017.

The new store will be equipped with advanced technology to provide a seamless shopping experience for customers. All the stores in the country will feature integrated inventory and the concept of Endless Aisle, enabling customers to browse the Mango collection on a tablet, check out product details and availability, and have goods from other stores delivered to their doorstep.

Speaking on the occasion, Ananth Narayanan, CEO of Myntra & Jabong said, “Helping launch the first Mango store in Delhi is a huge step in the direction of building a robust omni-channel presence for the brand. Mango has been growing at a 100 per cent YoY rate on the platform and continues to enjoy great fashion appeal amongst shoppers in India. The new technology-packed store is set to redefine the way consumers in India experience brands in the future.”

Commenting upon how online sales will increase, Narayanan said, “Roughly in our sense of 5 years time frame online and offline mango will be 50-50. But this is something that will evolve with time.”

According to Mango Executive Vice President, Daniel López, “This is the beginning of an expansion plan in India that will cover the next 5 years. We have an excellent relationship with Myntra and their expertise has allowed us to reach virtually every corner of India and increase our customer base exponentially as a result. Following an omni-channel strategy and having a presence in the country with physical stores will allow us to generate value for consumers by improving their shopping experience”.

In 2014, Mango chose Myntra as a partner to develop its online business in India, given that it is one of the largest online retailer in the country. In less than three years, MANGO has become one of the five top-selling women’s western wear brands on Myntra marketplace, with annual growth rates in excess of 100 per cent.

radhika.vashisht@mydigitalfc.com