Weaving A New Growth Story

Easybuy is aggressively looking to offer quality fashion in smaller towns via the franchise model. Read on to know how the brand envisions the aspirational navbharat that caters in-style fashion at an affordable price.

- Beny Sachdeva

Landmark Group, which operates a wide network of retail outlets under Lifestyle, Max and Spar brands, is now betting big on the value-for-money fashion segment through Easybuy brand. Easybuy, Landmark’s latest retail format, was launched to identify the growing potential beyond metros and opportunities in tier II, III and beyond, where organized fashion retail has not fully penetrated. The group, a $6-billion global retailer with 2,200 outlets, encompassing over 30 million sqft spread across 21 countries. In India, the group operates many formats – Lifestyle, Splash, Home Center, Max, Spar, etc covering all the target groups and segments. The company, which operates varied spectrum of business brands via different business models in India, sees smaller towns as an important part of its India expansion plan. To achieve that, the brand is working on 100 per cent franchise model to deliver the scale. The brand is building Easybuy as a FMCG retail model with focus on high stock turns and deeper distribution.

THE RISE

In 2014, Landmark Group conceptualized Easybuy as part of Max retail division. Max has been in India over a decade and is the “Largest value fashion brand in India”with focus on metros. On the concept and need, Anand Aiyer, Business Head, Easybuy, says: “Given the size, the operational model and pricing, the cost equation was not viable for a large format to penetrate across tier II & beyond, Max’s average size is 10,000 sq. ft. and above. The ‘Navbharat’ consumers are more price conscious, so we had to price our product accordingly.