Clovia aims to reach 50 million customers in coming four years (#1685014)

Women’s lingerie and apparel brand Clovia aims to widen its reach to 50 million customers in the coming four years, up from its current total of over five million, as the label continues to focus on the non-metro market.

For its next round of growth, Clovia aims to tap into the increasing demand for branded inner wear and sleep wear in Tier 2 and 3 cities, India Retailing reported. Clovia’s non-metro customers currently account for around 65% of its revenue. The brand has increased its exclusive brand outlet total to 75 and plans to continue to expand through a mixture of mono-brand and multi-brand outlets.
 
“You can’t sell to a woman based solely on form and function; you need to connect with her imagination and ambitions,” said Clovia’s founder and director Neha Kant, India Retailing reported. “We engage with our customers through the theme of ‘joy,’ even framing life’s challenges on our social media channels through a joyful lens.”
 
The brand’s products and marketing centre around the idea of ‘joy,’ by mixing comfort with playful designs. Clovia recently released its winter line of lounge wear, the brand announced on Facebook. Featuring soft joggers and sweatshirts, the collection also includes a number of pyjama sets.
Entrepreneurs Pankaj Vermani, Neha Kant, Suman Chowdhury, Soumya Kant, and Abhay Batra launched Clovia in 2015. The brand has secured funding from Reliance Retail and its signature products include its extensive range of bras, inner wear, sleep wear, and lounge wear.