Fast Fashion Brand Cover Story All Set To Introduce A Workwear Segment

The brand’s growth aspirations are simple enough – to become the go-to brand in the western wear category for women and also the first Indianborn brand to be part of the fast fashion consumer consideration set…

- Charu Lamba

In 2016, Kishore Biyani led Future Retail – as progressive a group as they come – decided to launch a fast fashion brand to take on the likes of international brands Zara and H&M. In April of that year, Cover Story was born.

When the Future Group does nothing, it’s never halfway house. The company then proceeded to set up a design house based out of London to develop cutting-edge fast fashion. This design house was dubbed Future Style Lab, a wholly-owned subsidiary of Future Group, which developed and procured styles for Cover Story. The brand refreshes 10 percent of its collection every week by adding new pieces. It then phases out 10 percent of the older collection to even out the stock.

Cover Story, which aims to set the pace for India’s fast-fashion business through integrating global fashion design with smart and efficient sourcing, is fast becoming the go-to dress-buying destination for Indian women. The brand has EBOs in all the major malls of the country, and its outlets are designed to recreate an ‘intimate boutique’ and provide a comfortable shopping experience. The layout is layers of transparency with opacity, which encourages a sense of discovery while shopping.

IMAGES Retail Bureau spoke exclusively with Manjula Tiwari, CEO, Future Style Lab, who gave us the complete scoop on brand’s plans for the future…

Tell us about the brand Cover Story. What’s your journey been like? What is your USP?

Cover Story is a fast fashion brand that designs and delivers the latest global trends to style-conscious Indian women, at affordable price. Our design studio in London – Future Style Lab – curates and creates fits, cuts and colors that flatter the Indian body.