We at ABFRL, present stories excerpted from our internal newsletter ‘In Touch’, where we celebrate stories of our people and their contributions.
S&N’s journey brand started mid-pandemic, with an omni-channel system launched in record 3 months, at par with industry standards. Since then it has been evolving and growing every day. As international deliveries commencing shortly, with support from ABFRL, the brand is embarking on a journey to make S&N Global: A brand that marries Indian aesthetics with Global elements.
The brand’s presence on multiple Store-in-Store (SIS) channels has been a great learning journey. With just one channel in 2020 and there’s only been upward growth ever since then. The team is now aiming to partner with international players to reinforce the idea of S&N as a global brand. Shuchita Chopra talks to us about what is in the pipeline for S&N.
1. Tell us about your journey at ABFRL and S&N?
My journey at ABFRL, over the last decade has been filled with learning and growth. I have launched, scaled and grown brands from across the globe and nurtured them for long-term success in India. I have been instrumental in launch of iconic brands such as Polo Ralph Lauren and American Eagle, Ted Baker, Fred Perry to name a few. Fast-forward to now, I‘m proud to be working at Shantnu Nikhil, investing all my learnings in building an Indian brand with all the ideals and ethos of a luxury label that is prepared to be adored all over the world. From launching a new label, to taking it digital, to expansion of stores, S&N has truly been an immersive journey.
2. How exciting has the launch of SNCC in stores and online been for you?
SNCC as a concept is an industry-first, which amalgamates an iconic sport with the luxury of fashion. Shantnu Nikhil Cricket Club carries forward the bridge to luxury design philosophy of “S&N by Shantnu Nikhil”, while offering regal looks to those who want to take their connect with sport as well as their fashion game, a notch higher! In a country where cricket is celebrated religiously, SNCC brings forth the lifestyle aspect of it to the consumer- who now are loving and wearing the collection with immense admiration, including the likes of Babil Khan, Siddhant Chaturvedi, Harmanpreet Kaur and Rajkumar Rao. All our points of sale have accepted the collection with overwhelming response. It feels like an overnight success that is only meant to soar higher.
3. How different is it to adapt to S&N after spending most of your career with western brands?
I had always been dealing with international brands, convincing them to retail in our country. We have experienced the trust, authority and expertise these brands have shown in market that makes them leaders in their own industry. At S&N, I‘ve experienced reverse, where we are building a brand that has all these values and aspirations to connect with global consumers just the way we connect with these international brands. It‘s amazing to experience both sides of luxury, that is, building a global brand as well as bringing a global brand to our country.
4. There is a lot brewing at the e-commerce at S&N. Can you spill a few beans on what we can look forward to?
S&N‘s Digital journey has been filled with self-learning and one of the most fulfilling paths for us, leading this with undying passion. We started amidst the pandemic, bringing alive an omni-channel E-commerce platform in record 3 months. This was built at par with industry standards and since then it has been evolving and growing, breaking past records every day. Today, our e-commerce business has 10X growth and this is just the beginning! Our International delivery with full backing and support from ABFRL central IT teams, will be a new leap. We will be completing our first milestone to take S&N Global: A brand that marries Indian aesthetics with Global elements.
5. S&N as a brand marries Indian traditional elegance with a more contemporary feel. Any scope to take the brand more global than it currently is?
The global channel has a higher operational value to us than brand value. S&N possesses every quality that a global brand would have. We provide services to Indians around the world who interact with other brands on an equal basis, thus, we are already a part of that community. Reaching these international consumers, where they live, simply means going global, and we are prepared for it. Both the brand and its customers should expect an exciting new year.