The Souled Store bets on an omnichannel strategy | WARC | The Feed

The Souled Store bets on an omnichannel strategy

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.

Key insights

• 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.

Final thought  

“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.