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06 May 2021
The Souled Store bets on an omnichannel strategy
E-commerce & mobile retailClothing & fashion retail
In just eight years, online apparel brand The Souled Store has carved out an enviable niche for itself among a young, pop-culture-crazy audience looking for authentic, quality clothing; founder Harsh Lal talks to WARC about how the brand has seized opportunities during the pandemic and why it is adopting an omnichannel focus going forward.
The decision to begin as an online-only operation was because offline was more expensive and online could reach the whole country.
For the company, online will always expand significantly faster than offline as it cuts across geographies, but offline stores are a great branding opportunity.
The pandemic gave rise to working from home, a development that boosted The Souled Store because of the casual-wear products it sells.
“We have managed to ensure that every offline store of ours is profitable including pre-lockdown and post-lockdown, which is not something a lot of brands have managed to do” – Harsh Lal, co-founder and director of The Souled Store.