Celio to Expand Retail Presence with 100 New Stores Across India in Next 3 Years.

Celio India, the French men’s apparel brand, is set to expand its retail footprint by opening 100 new stores across India in the next two to three years, according to Satyen Momaya, CEO of Celio Future Fashion. Currently operating 65 stores in 25 cities, the brand aims for aggressive growth, particularly in direct retail outlets.

“We have identified significant opportunities for expansion, with plans to open 50 stores in existing cities, focusing on malls and high streets,” said Momaya. The company has identified 40 malls and nine high streets for this purpose. Additionally, Celio plans to enter tier-two and tier-three cities, with another 50 to 60 stores in the pipeline. Over the past 18 months, Celio has added nearly 20 stores to its network.

Celio’s current market strategy is focused on regional expansion, with the top 11 cities accounting for 75% of its business. The South is currently the brand's strongest market, followed by the North, West, and East. “Our primary focus will be on North India, particularly Delhi NCR, Punjab, and Uttar Pradesh, before expanding to other regions,” Momaya explained.

In addition to offline expansion, Celio is investing in multi-channel growth. E-commerce platforms such as Myntra, Ajio, and Amazon currently contribute 7% of its revenue, and Momaya expects this to rise to 12-14% in the coming years.

To further strengthen its presence, Celio is also focusing on increasing local manufacturing in India to reduce reliance on imports. At present, 50% of its range is made in India through third-party vendors, with the rest being imported. The brand plans to reduce imports to 35-40% and boost local sourcing to 60% by next year.

Celio is also shifting more of its global sourcing to India. “Three years ago, less than 1% of our global sourcing came from India. This has now increased to 7%,” Momaya said.

Founded in 2009, Celio India is a subsidiary of the French brand Celio, which entered India in partnership with Future Group. Going forward, Celio India is expected to contribute 5-8% to the global revenue, reflecting its growing role in the brand’s international operations.

HBL