FableStreet forays into brick-and-mortar retail with three new stores

Online apparel brand FableStreet has forayed into brick-and-mortar retail and soft launched a store in Kurla, Mumbai with the official launch date set at September 22. The brand will also open two more stores in Pune and Mumbai malls.

“We are incredibly excited to introduce our brick-and-mortar stores to the world,” said FS Life’s CEO Ayushi Gudwani in a press release. “This expansion is a testament to the trust and loyalty our customers have placed in us over the years. We believe that by bringing FableStreet closer to our customers, we can offer an even more personalised shopping experience while maintaining the exceptional quality and design that our brand is known for.”
 
The next two FableStreet stores will open in Phoenix Palladium mall in Mumbai’s Lower Parel and Phoenix Mall of Millennium in Pune’s Wakad. FableStreet’s entry into brick-and-mortar retail is designed to bring the brand closer to its customers and enable them to experience its apparel in person. 

Each FableStreet retail space will measure around 1,000 square feet and will be designed to provide an immersive experience for shoppers. The stores will house both the brand’s work and leisure wear lines.
 
FableStreet chose Maharashtra for its entry into offline retail as it has a strong customer base in the state. The brand plans to reach earnings before interest, tax, depreciation, and amortisation profitability for each store within two to three months of launching and recover capital investments in one to one and a half years.