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"Transforming retail: solutions for modern-age shopping experience" session was held in Intimasia 2025, held earlier this week in New Delhi (India).
The Role of Multi-Brand Outlets (MBOs) in Brand Growth.
How do brands view MBOs as a distribution channel, and what strategies can they adopt to drive profitability?
In this business, the Pareto principle is highly relevant. Take Jockey, for example—out of the 100,000 outlets it reaches, just 5,733 contribute 56% of its total general trade business. This demonstrates the immense value of a strong MBO network. These outlets wield significant influence, shaping consumer behavior and setting new retail benchmarks.
Successful MBOs stand out through design, experience, and consumer engagement. Retailers like Savvy and Balaji XLU exemplify this by curating unique store aesthetics that enhance customer appeal. For instance, when a brand sought to install its fixture in Balaji XLU, the store owner insisted that the brand must blend into the existing design, reinforcing the importance of store identity in driving footfall and sales.
The Evolution of MBOs in Tier 2 and Tier 3 Markets
Beyond metros, tier 2 and tier 3 cities are witnessing the rise of well-designed lingerie and specialty stores, signaling a shift in consumer expectations. These stores invest in aesthetics and customer experience, mirroring global retail trends.
The Disruption of Fast Fashion
The fashion industry is undergoing rapid transformation. Previously, players like Big Bazaar dominated fast fashion, offering trendy styles at competitive prices. Then came Zudio, reshaping the market landscape with its aggressive pricing and product accessibility. Now, the next wave of disruption is emerging with global giants like Shein, backed by major Indian business houses.
With an astonishing 130,000 new designs introduced annually, Shein has redefined speed and affordability, making it challenging for traditional Indian fashion brands to compete.
To sustain profitability, Indian manufacturers must optimize efficiencies across product development, pricing, and operations. While the industry has made strides, there remains a long way to go in matching global standards.
The Future of MBOs and Consumer Preferences
Retail dynamics are shifting. Traditional small-format stores, often lacking fitting rooms and modern retail experiences, are gradually being replaced by sophisticated MBOs that offer enhanced shopping environments. Consumers today seek more than just products—they expect experiences.
This shift is especially evident in lingerie retail, where purchasing decisions were once driven by habit and limited choice. Today, with expanded options, virtual trial rooms, and immersive store experiences, consumers are more open to experimentation. As a result, MBOs that offer variety, convenience, and superior service will continue to thrive.
Ultimately, the future belongs to retailers that understand evolving consumer preferences and leverage innovation to enhance the shopping experience. Brands that align with this transformation will not only sustain but also lead the market.