French Brand Promod To Expand In India

French fast fashion brand Promod plans to open a dedicated e-commerce store for India and could reach 100 points-of-sale in the coming years.​

As part of its increased focus on India, the brand has conducted studies in the country to discern the Indian body type, daily activities, and clothing needs. The brand now has an India-specific range, which includes six styles of denim jeans tailored to the brand’s Indian customer.

Last year, Promod partnered with the fashion e-commerce platform Myntra and its current plans include launching its own e-commerce store. This will help the brand to reach consumers in non-metro, Tier 2, and Tier 3 cities. The brand’s Paris-based Managing Director, Nadine Caux, told the Financial Express: “The vision remains to dress every woman and be a part of her wardrobe. To network with her, we believe strongly in the digital canal.”

Along with digital expansion, Caux stated that the brand aims to increase its brick-and-mortar presence by opening a mix flagship stores and shop-in-shops. The aim is to take Promod’s store count to around 100 in the next few years.

Promod, launched in France in 1975, entered India for the first time in 2006, in a joint venture with the Mumbai-based business Major Brands Group. The brand currently has 22 retail outlets across India’s metros.

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