Shopper stop – Building a retail brand

To be a global retailer in India and maintain No.1 position in the Indian market in departmental store category. This is the vision with which the foundation of Shopper’s Stop was laid. Shopper’s top has grown from one store in 1991 to twenty four stores across India 2007. It has managed to establish itself as a household name in the markets it chooses to operate in and is committed to retailing superior quality products and services an above all, creating a complete shopping experience.

With an unparalleled assortment of the leading international and national brands in clothing for men, women, and kids accessories fragrances, cosmetics, footwear home furnishings and décor products the stores aim to provide shoppers a truly international shopping environment. It is a term synonymous with Lifestyle retailing a coordinated product offering and a superior shopping experience. His perhaps is the reason that it is only retailer from India to become a member of the Intercontinental Group of Department Stores (IGDS) along with 29 other retailers across the world, including Selfridges (UK) Karstadt (Germany), Takashimaya (Japan) and Lamcy Plaza (Dubai) to name a few.

Creating a strong retail brand has been achieved through the synthesis of various elements within the organization. Providing the right product mix, adopting the right systems and processes and providing the customer with a unique shopping experience has helped create a strong Indian retail brand. In year 2008, the company embarked on a repositioning strategy in the light of the changing retail environment in the country.

This case study examines the journey of this strong retail brand over a time frame spanning seventeen years

Company History

Shopper’s Stop was founded in 1991 by the K Raheja Group of companies one of the largest players in the country in the business of real estate development and hotels. From one store occupying 2,800 sq ft. and retailing only men’s wear, it has grown to a chain of 24 stores offering Men’s wear. Women wear, children’ wear, Home products, accessories, cosmetics, Perfumes and jewelry. Besides the stores also offer a music corner (Planet M) a book corner (Crossword) and a coffee shop.

Shopper’s Stop Ltd has today metamorphosed from being a chain of retail stores to emerging as fashion & Lifestyle destination which now includes retail concepts such as bookstores, cafes and high end lifestyle merchandise for the growing affluent middle class in India. The company’s flagship business of department stores is manifest in shopper’s stop. A pioneer of organized retail in India, Shoppers’ stop today is the country’s biggest department store chain. It houses a host of international and domestic brands, across categories such as apparel accessories cosmetics home & Kitchenware as also its own private brands.

Formats in operation

Shopper’s Stop has launched Home Stop, a first of its kind premium home concept store offering a wide range of products and some of the most reputed national and international brands. It is a one stop shop for all home needs ranging from home décor to furniture & recliners bath accessories to bedroom furnishings mattresses to draperies carpets, kitchen accessories and appliances to modular kitchens & health equipment all under one roof. The store is positioned as a complete home solution store which offers designs and style, quality and convenience. Typical Home stop is spread over 30,000 square feet. Home stop houses some of the most reputed national and international brands under one roof. For example, high end crockery from Corelle premium, steel utensils from Artinox, exclusive done feather pillows and fine bedding from Paradies, Germany bed linen a flourishing from stop, Ivy, Fern, Portico, Maspur, Bombay Dyeing and home appliances from Philips and Murphy Richards bathrooms’ linen from Weslpun.