While global giants like Zara and H&M offer a one-size-fits-all approach to fashion, Cover Story is redefining womenswear by blending international trends with Indian sensibilities…
Women’s fashion has undergone a remarkable transformation over the past few years. Trends continue to evolve driven by global influences and digital fashion consumption. Indian women, too, are evolving when it comes to their fashion preferences. This is where a brand like Cover Story comes in.
Cover Story distinguishes itself by combining international fashion with Indian sensibilities. The brand operates a design studio in London while curating collections specifically tailored for Indian consumers. Unlike global brands offering uniform styles worldwide, Cover Story adapts trends to suit local tastes, making it a unique proposition in the Indian market.
Aggressive Expansion Plans and Retail Strategy
As part of Reliance Retail Ventures Ltd., Cover Story is accelerating its retail presence with the launch of its Cover Story 2.0 store at Ambience Mall, Gurugram. Designed to enhance the shopping experience, the new store concept features an intimate ambiance, a warm neutral palette, and elegant rose gold accents—setting the tone for the brand’s next phase of growth.
With 22 stores across India, Cover Story has ambitious expansion plans, aiming to double its footprint over the next two years. The brand’s strategy focuses on establishing Exclusive Brand Outlets (EBOs) in prime locations alongside like-minded western womenswear brands, ensuring a seamless shopping experience for its customers.
“We want to be around like-minded brands—those offering similar western womenswear—because when women shop, they like to explore multiple options. From a business standpoint, being in the right vicinity is crucial,” said a Cover Story spokesperson.
Beyond its exclusive stores, Cover Story also reaches consumers through leading multi-brand retailers such as Shoppers Stop, Kapsons, and Iconic, along with major e-commerce platforms like Myntra, Ajio, and Tata CLiQ.
While franchise opportunities are not currently on the table, the brand acknowledges the potential for partnerships as it looks toward Tier 2 cities. “We have seen aspirational customers from Tier 2 cities traveling to metros like Delhi to shop. But now, there is enough critical mass to establish our presence in these cities,” the spokesperson added.
Fresh Fashion Every Week
A key differentiator for Cover Story is its commitment to constant newness. The brand introduces fresh styles every week, producing small batches initially and scaling up based on customer response. This strategy mirrors the shopping behaviour of its core clientele—modern women who seek variety and exclusivity. “Inventory management is tougher, but the upside is that customers visit more frequently,” the spokesperson explained.
Currently, Cover Story derives 80% of its sales from offline channels, with 20% coming from e-commerce. However, the brand is actively working on implementing an omnichannel strategy this year to bridge the gap between online and offline experiences.
Diversification and Future Growth
Cover Story aims to be a complete wardrobe solution for women aged 25 and above who appreciate international fashion and impeccable fit. In addition to workwear and casualwear, the brand has recently introduced an occasion wear line, complemented by accessories like jewellery and handbags.
Experiential Retail in the Digital Age
While online shopping has gained momentum, Cover Story believes that discerning women still seek the tactile experience of fashion retail. “When you want something beautiful for an event, you want the touch and feel,” the spokesperson noted. The new store concept is designed to facilitate this by offering clear wardrobe sections, personal styling services, and a seamless shopping journey.
The Road Ahead
Over the next five years, Cover Story aims to expand aggressively, adding 25-30 stores annually. With a vision to become the top choice for Indian women looking to dress fashionably, the brand is set to redefine the country’s fashion retail landscape.
As part of Reliance Brands, Cover Story has already witnessed 2x growth over the past year and aims to sustain this momentum in the coming years. With a customer-centric approach, an evolving retail footprint, and a commitment to fashion-forward innovation, Cover Story is poised for remarkable success.
