Noida will be second location in India after Mumbai to have a flagship store of Cover Story, the women-centric fast-fashion brand by Future Retail – a leading retailer that operates multiple retail formats in both value and lifestyle segments of Indian consumer market.
Spring/summer 2018 and autumn/winter 2018 collections will be stocked here at upcoming flagship store slated for inauguration on July 20 at Mall of India. The flagship will be spread in an area of 1,420 square feet.
The retail brand’s latest collection is inspired by a narrative of two best friends who are confident and adventurous and has nine main themes. As of now, a total of 14 stores of Cover Story are operational in locations like Delhi-NCR, Mumbai, and Surat. Additionally, it also retails its products through various shop-in-shop formats such as Shoppers Stop, Central, Kapsons, Iconic, and Sohum.
Myntra, Jabong, and Koovs are main e-retailers which sell Cover Story offerings other than its own website. Markedly, the retailer’s design house – Future Style Lab is located in London and keeps updating 10 per cent of its collections on the weekly basis to provide its customers with the latest trends.
Cover Story was launched in 2016 to compete with foreign imports such as Zara, owned by Inditex. The Future Group also owns and operates lifestyle stores like Brand Factory, Central, etc.
