Vivek Biyani, nephew of retail veteran Kishore Biyani, is set to launch a retail chain named Broadway. This venture, focused on direct-to-consumer (D2C) brands, is a collaboration with actor Rana Daggubati, Apurva Salarpuria of Salarpuria Group, and Anuj Kejriwal of Anarock.
A Unique Retail Format
Broadway will operate as a multi-brand outlet, housing various D2C brands under one roof. This innovative retail format aims to bring together a diverse range of brands in a single location, offering a comprehensive shopping experience.
Store Launches
The first Broadway store will open in Delhi in August this year. Following this, new stores are planned for Hyderabad in September 2024 and Mumbai in March next year. Each store will span 25,000-35,000 square feet, providing ample space for a variety of brands and experiences.
Features and Experiences
Each Broadway outlet will feature:
- A staging area
- A creator’s studio
- Sampling stations
- Consultation rooms
- A dry salon
- ‘The maker’s lab’
- Gourmet experiences
In addition to these unique features, the stores will house over 100 Indian D2C brands, operating in a content-to-commerce model. This setup aims to enhance customer engagement and provide a rich, immersive shopping experience.
The Vision Behind Broadway
According to the company’s release, Broadway is designed to disrupt traditional retail formats, similar to how WeWork revolutionised corporate workspaces. The concept is to create a co-retail space that fosters deeper connections and stronger engagement between brands and customers.
Biyani’s Perspective
Vivek Biyani emphasises the innovative nature of Broadway’s plug-and-play model, which minimises capital expenses and lock-in costs for brands. He envisions Broadway as a symbiotic space where new-age digital brands can seamlessly explore offline retail. Biyani highlights that for today’s consumers, social media serves multiple roles, including entertainment, social interaction, and news. Broadway aims to replicate this integrated ecosystem in a physical space.
Market Dynamics
Biyani believes that new brands will continue to emerge to meet evolving consumer needs. He notes that younger consumers prefer products distinct from those favoured by previous generations, driving the growth of new consumer brands. Broadway seeks to provide these brands with a platform to participate in physical retail.
Anarock’s Role
Anuj Kejriwal of Anarock will contribute real estate expertise to Broadway’s retail format. Kejriwal emphasises the importance of learning from the initial stores to refine and expand the concept based on consumer feedback.
Roadmap
- Broadway will house over 100 Indian D2C brands in a content-to-commerce model.
- The first store will open in Delhi in August, followed by Hyderabad in September 2024 and Mumbai in March next year.
- Outlets will feature staging areas, creator’s studios, sampling stations, consultation rooms, dry salons, and gourmet experiences.
Broadway, led by Vivek Biyani and his collaborators, promises to revolutionise the retail landscape by creating an engaging and dynamic environment for D2C brands. This new venture is set to redefine how brands and consumers interact in the physical retail space.
