Since the brand is backed by a famous person, its visibility at the launch was big. But why has it taken so long for the brand to launch a physical store?
HRX was structured and planned as an e-commerce brand. We came into being when the e-commerce sun had just started rising. It was the dawn of a new era and we were the brand which belonged to that era. In the course of the journey we evolved, made mistakes, corrected the course, outshone competition, made a strong community, garnered enough love and finally once all the chief milestones- in terms of business, product and consumers were covered, we decided to go omni. It is a natural progression for an online brand to create experiential destinations for people to touch and feel and believe the philosophy they have lived with us and through us over the years.
What has made the HRX journey successful? Please discuss the strategy.
It is a few simple things yet the most difficult to execute:
Consistency- we have stayed consistent in our pursuit; be it our story, positioning, narrative or the trajectory for expansion. We have not been enamored by categories and conversations which are not fitness.
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