Cinnamon Closet reports steady growth since shifting to online retail

Women’s western and fusion wear brand Cinnamon Closet has reported steady growth since shifting from omni-channel to retail to online only due to the challenges of the Covid-19 pandemic. The business saw its revenue grow by 100% last year and is confident that high growth rates will continue. 

“We had created a good customer base from our store,” Cinnamon Closet’s founder Vinita Choudhary told India Retailing. “We used this customer base to grow online. We shifted our complete operations online and we have been growing steadily on our website ever since.”
 
The brand has also expanded its product selection to drive growth. After beginning as a workwear focused brand in 2017 to fill a gap in the market for office wear, the brand adapted to increased working from home and its growing customer base and introduced more casual style garments to offer a comprehensive wardrobe solution, according to its Facebook page. 

“We believe in the uniqueness and quality over trends,” said Choudhary. “We have been very innovative in terms of the type of products we introduce to our customers. We have created western tops and dresses with Indian fabrics and design sensibilities. As we have kept our offerings timeless and elegant, our customers love to shop with us throughout the year avoiding decision fatigue to a great extent.”