Footwear brand Bata has said it will open 13 more stores of its athleisure brand Power, taking the total count to 15 by the end of 2024.
Bata India Managing Director Gunjan Shah said Power, which opened its second EBO (Exclusive Brand Outlets) in Delhi in the June quarter, has plans to add five more in the current quarter.
“We will take it step by step. We will most probably have about another five stores this quarter and should exit December with about 15 stores,” Shah was quoted by news agency PTI as saying. All the Power stores would be company-owned, he was further quoted as saying, adding the company would keep focusing on its casualisation strategy, which is working well for Bata. Besides, Bata would also continue to expand its apparel range, which are currently sold at 70 stores. The apparel business is “behaving overall well”, he added.
Headquartered in Canada, Power is acclaimed worldwide for its top-notch sport shoes and apparel. The move underscores a strategic business decision by Bata India, propelled by the huge popularity of athleisure and the growing embrace of an active lifestyle among contemporary Indian consumers.
Store Design in India
The new Power EBOs feature the latest and most innovative products tailored for various fitness activities such as running, walking, or training. Flagship offerings include the Power XO Rise+, which includes unique midsole technology for enhanced rebound and shock absorption.
Designed to provide an immersive shopping experience, the Power Exclusive Brand Outlets offer customers the opportunity to explore the brand’s innovative offerings firsthand. To enhance customer experience, the outlets feature digital receipts, Lift & Learn technology, and Omni-channel deliveries.
The outlets will provide Indian consumers an unparalleled access to our innovative products, satisfying local demand for international technology with high-quality performance shoes and apparel,” Pietro Schira, Chief Brand Officer, Bata Group had said when the first outlets were launched in India.
Bata’s Apparel Play
Apparel, which was introduced by Bata about a year ago, has been a pilot for the company in only about 70 stores. The brand is hoping to expand this to 200+ stores in the next six months.
Bata has a network of 1,916 stores as of June 30, 2024. The company expects 60 to 70 per cent of new stores coming from smaller markets. Besides, Bata is also taking steps to grow its sales from online channels, which includes its own platform.
In August 2024, Bata had reported an increase of 62.84 per cent in its consolidated net profit at Rs 174.36 crore for the June quarter. However, its revenue from operations was down 1.41 per cent to Rs 944.63 crore.
