Knya, a leading medical apparel brand, began as a digital-first company catering to doctors and nurses across India. However, as the brand grew, it recognized a crucial gap—its customers lead fast-paced lives and often do not have the time to wait for deliveries. To better serve them, Knya expanded into offline retail, setting up physical stores in key locations.
Three years and seven stores later, the brand has gathered invaluable insights into what makes retail successful.
One of the most significant learnings has been the importance of distribution. With a target audience constantly on the move, store placement had to be strategic. Knya focused on locations near major hospitals and medical colleges, ensuring accessibility for busy healthcare professionals.
Another key factor has been unit economics. Industry norms suggest that rent should be within 10-15% of a store’s revenue, but Knya has managed to keep it under 8%. This has been achieved by implementing a rigorous selection matrix for store locations, ensuring each one meets financial and operational viability before launch.
Location strategy has also played a crucial role. It is not just about choosing the right city; factors like street visibility, infrastructure, and surrounding businesses can determine whether a store thrives or gets overlooked. A strong storefront presence is essential to attract foot traffic and enhance brand visibility.
Knya’s expansion has also highlighted the need for a personalized retail experience. Medical professionals rely on comfort and quality in their apparel, and physical stores allow them to assess fabrics, fits, and functionality firsthand. This direct interaction builds trust and strengthens customer loyalty.
The integration of online and offline channels has become another critical component. Rather than viewing retail and e-commerce as separate entities, Knya has ensured that its physical stores enhance the digital shopping experience, offering customers a seamless omnichannel journey.
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Inventory management has proven to be a game-changer. In retail, poor stock management can lead to cash flow issues, making it imperative to optimize inventory levels and product availability. Efficient supply chain management has been a priority to ensure the right products are always in stock.
Finally, the in-store team plays a defining role in shaping the customer experience. At Knya, sales training goes beyond transactions—it focuses on problem-solving, customer engagement, and brand representation, ensuring that every store visit reflects the company’s values.
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With these learnings in place, Knya has recently expanded its presence by opening a new store in Chhatrapati Sambhajinagar (Aurangabad), further strengthening its commitment to bringing high-quality medical apparel closer to healthcare professionals. As the brand continues to scale, its approach to retail remains focused on accessibility, efficiency, and customer-centric innovation.
