Leading online player in
the home furnishings and furniture category, Fabfurnish.com has
plans to open modular kitchen and wardrobes stores at the end of this month.
All of them will be franchisee run outlets. Besides its successful online
presence, the brand has two stores in Delhi-NCR and two in Bengaluru.
Vikram Chopra, CEO &
Founder, Fabfurnish.com says: “Since we are expanding our scope of leveraging
our brand, we think of offline as an experience and not as a sales point. This
is why, we partner with those who share our vision of creating an experience
more than a sales standpoint. We would pick someone who would nurture it and
further help us build our brand. We are looking at opening partner stores
in Pune, Hyderabad, Noida, New Delhi and Chennai, as there is an encouraging
customer demand in these cities. All of these will be franchise outlets.”
On the offline presence
Chopra adds: “As a brand, we want to provide a holistic experience to our
consumers, and offline stores help us do that by giving customers a chance to
experience the products before they buy. Thus, stores also help us build trust
and credibility.”
Brand’s target group is
urbane homemaker, in the age-group of 26-45 years, who is tech-savvy,
well-informed, and has a taste for good living.
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