Chique to focus on smaller cities, partner with 10 MBOs for growth

After establishing a brick-and-mortar presence in India’s metros, womenswear brand Chique will focus on Tier 2 and 3 cities for its next phase of growth and will partner with 10 multi-brand outlets to reach more shoppers. 

“We aim to establish a presence in every corner of India, and our partnership with these MBOs [multi-brand outlets] brings us closer to that goal,” said Chique’s founder Siddhanth Gupta, ET Bureau reported. “Customers in Tier 2 and Tier 3 cities are displaying a growing fashion consciousness and an affinity for our products. Our commitment is to craft each piece in alignment with the evolving needs of women. Our approach blends traditional and western sensibilities seamlessly.” 
 
The brand has witnessed increasing demand for its apparel in Tier 2 and 3 cities in line with the Indian retail market’s overall growing rural demand for affordable branded fashion. Chique plans to partner with over 10 multi-brand outlets in a number of cities by the end of the 2024 financial year to widen its customer base, the Economic Times reported. 

These measures should help to achieve the brand’s projected 50% year-on-year growth. Chique will open 150 stores in the coming three years to keep up this momentum. 
 
Siddhanth Gupta launched Chique in 2015 and the brand has a broad target age range of between 20 to 60 years old. Chique specialises in work wear, occasion wear, and casual wear and currently counts over 40 stores in 26 Indian cities, including Mumbai, Bengaluru, Jaipur, and Ludhiana, as well as its recently opened 800 square foot store in Dubai.