Campus Shoes, one of the fastest growing footwear brands in India is taking giant strides towards expanding its reach and penetration. This time, the Delhi-based footwear brand (belonging to the premier business conglomerate of India—Action Group), has tied up with major hypermarket/retail chains of India to serve a wider customer base.
Vishal Mega Mart outlets in Tier II and Tier III cities of India will house Campus Shoes merchandise from August 2017 onwards. In addition, the company is also in talks with Shoppers Stop stores, Avenue Supermart Ltd (D Mart),Metro Shoes, etc., for the collaboration. It is believed that by September 2017, these stores will too start keeping the brand’s merchandise.
Nikhil Agarwal, Managing Director, Campus Shoes says,“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 i.e., regular non discounted retail chain and discounted retail chain—wholesale/cash and carry. This would give us a golden opportunity to display our range of merchandise at multi-branded stores. With these associations, Campus Shoes aims to gain a wider customer base, build the brand strong and increase its product’s exposure and sales.”
He adds further, “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.”
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. Particularly, 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, Campus Shoes’ tie up with major retail chains of India is the right step in the right direction.