Women’s bottom-wear brand Go Fashion is sharpening its growth strategy with a strong focus on larger-format stores, new product launches and a brand ambassador-led marketing push as it looks to revive same-store sales growth and deepen penetration across India.
Speaking during the company’s earnings call, Go Fashion (India) Ltd CEO Gautam Saraogi outlined an aggressive roadmap for FY27, centered on store consolidation, product innovation and expansion into newer categories and geographies.
Larger stores to anchor next growth phase
Go Fashion is moving away from smaller stores and transitioning toward larger exclusive brand outlets (EBOs) spanning 700 sq ft and above to improve customer experience and showcase its expanding product portfolio more effectively.
The company added 43,000 sq ft of retail space during FY26, marking an 11% increase, largely driven by this strategic shift.
Saraogi said the growing breadth of the brand’s bottom-wear portfolio had made smaller stores inadequate, limiting visibility of the full product range and affecting conversion opportunities.
As part of the transition, the company shut over 50 stores in overlapping catchment areas during FY26 and plans to close another 50 small stores in the first quarter of FY27. These stores will be consolidated into larger-format outlets carrying wider assortments and improved merchandising.
He said the brand’s future expansion will remain focused on Tier II and Tier III markets where organised bottom-wear penetration remains low. Over the next five years, the company aims to nearly double its retail footprint in terms of square footage.
New products and categories in focus
The company plans to introduce 10-12 new bottom-wear formats in FY27, going beyond line extensions to create entirely new purchase occasions and attract newer customer segments.
“Our aspiration is clear – to be the definitive one-stop destination for women’s bottom-wear in India,” Saraogi said.
The company noted that nearly 70% of its revenue now comes from value-added non-legging categories such as trousers, palazzos, joggers, treggings, jeggings, athleisure wear and fusion styles, reflecting the evolution of consumer preferences.
Brand ambassador announcement in June
In a major brand-building move, Go Fashion will appoint a brand ambassador in June 2026, a step the company believes will significantly enhance brand visibility and emotional connect with younger consumers.
The company said the initiative will strengthen top-of-mind recall, improve store-level traction and support expansion into newer markets and formats.
Alongside this, Go Fashion is increasing investments in influencer partnerships, improved store aesthetics and product freshness to boost customer engagement and drive positive same-store sales growth by the end of FY27.
Daily Wear concept to scale up
Go Fashion is also expanding its “Daily Wear” concept targeting the casual and utility-driven menswear and womenswear segment.
The format currently operates 10 stores and has shown encouraging unit economics in the early stages. The company plans to scale the network to 25-30 stores by the end of FY27 to test scalability and consumer adoption across markets.
International expansion begins with Middle East debut
The company entered international markets during FY26 with its first store in the Middle East.
The initial consumer response has been encouraging, though the expansion strategy will remain measured and data-driven as it evaluates unit economics and customer traction.
LFS business expected to recover
The company acknowledged volatility in its large-format store (LFS) business during FY26 after a key partner paused fresh inventory intake for around 45 days in the third quarter.
However, management said the disruption was operational rather than demand-led and expects the channel to stabilise and recover meaningfully in FY27 through improved assortment planning, better placement and stronger partner engagement.