Bombay Dyeing to focus on retail expansion

Bombay Dyeing and Manufacturing Co has been trying to reinvent itself over the last two years, by moving away from its manufacturing heritage and becoming a retail brand. The company is also moving towards launching three to four new products every year. The go-to-market will see the company double its retail reach to 10,000 outlets across India by 2020. These are multi-brand outlets. Bombay Dyeing’s exclusive stores run by franchises will also increase to 500 from 200 in the same period. Its 30 company-owned outlets will turn into experience centres, according to a source from the company. Signage companies must tap this move as an opportunity for fresh projects in in-store branding, designs and displays.