Ethnix by Raymond plans to reach 250 stores this fiscal

Ethnic apparel brand Ethnix by Raymond plans to significantly widen its offline reach in India. The Raymond Group brand will expand to a total of 250 brick-and-mortar stores, many in new locations, by the end of this financial year.

The business will focus on Tier 2 and 3 cities for its next wave of brick-and-mortar expansion, ET Retail reported. To choose new locations for store openings, Ethnix by Raymond will look for areas which have a high ratio of ethnic wear brands, to constitute approximately 85% of the market, in order to determine which cities have high demand for its products.
 
The brand’s further penetration into the non-metro market reflects the growing rural demand for branded clothing. Ethnix by Raymond is keen to tap into this sentiment for growth and increase brand visibility across the country.
 
Ethnix by Raymond is also continuing to expand its product categories and has launched a new line named ‘Smart Ethnix’, the brand announced on Facebook. Designed for casual events such as summer barbecues, the collection features printed cotton bundis and kurtas with floral and geometric designs and bright hues.
 
Ethnix by Raymond retails from Raymond Group’s e-commerce platform for its various labels titled ‘My Raymond’. The brand counts stores in locations including Delhi, Kolkata, Vadodara, Ahmedabad, Mumbai, and Hyderabad among others.