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Zivame, Reliance-backed lingerie retailer, is expanding aggressively with 60-80 franchise stores planned over the next year, focusing on India's tier-2 and tier-3 cities where consumer demand is growing rapidly. Profitable in the last quarter, the brand continues its international presence in the US, UAE, and Saudi Arabia, while also considering Southeast Asia for franchise expansion by next year. Beyond lingerie, Zivame has diversified into shapewear, activewear, and loungewear, with potential plans to enter the kidswear segment.
Zivame, the lingerie retailer backed by Reliance Industries, is preparing to open 60 to 80 franchise-led stores over the coming year, its chief operating officer said, aiming to strengthen its presence in India's smaller cities. Founded in 2011 as an online-only brand, Zivame has since grown into physical retail, currently operating 174 exclusive brand outlets. Reliance Retail acquired a stake in the company in 2021, as part of its broader strategy to expand in apparel and innerwear. Advertisement
The company is now focusing on tier-2 and tier-3 cities, where demand patterns are increasingly resembling metro markets, driven by social media and digital adoption, COO Kiruba Devi stated at a Retailers Association of India event in Mumbai. While she did not provide a detailed regional revenue breakdown, she mentioned that Zivame turned profitable in the last quarter, though further details were limited due to its listed entity status.
Zivame is already available online in international markets such as the United States through Amazon, and in the UAE and Saudi Arabia through local partners. The company is exploring overseas franchise expansion, initially targeting Southeast Asia. Devi noted that Zivame is in discussions and could launch a store in the region by the end of next year.
Starting as an online aggregator of lingerie brands, Zivame has since broadened its offerings to include shapewear, activewear, and loungewear. The company is also planning a pilot entry into kidswear, though specific timelines and details have not been disclosed.
Source Reuters
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