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Zudio’s Impact: The Secret Behind Trent’s 133% Growth in a Slow Economy

Zudio’s Impact: The Secret Behind Trent’s 133% Growth in a Slow Economy
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2024 was a challenging year, especially for the retail sector. While most struggled, one brand withstood it all and emerged as a clear winner. We are talking about Trent, a Tata Group company. With an extraordinary 133% return in 2024, Trent has outperformed expectations and industry benchmarks. The key driver of this success? Zudio, its value-fashion brand, has taken the Indian market by storm.

Let’s look closely at how Zudio’s strategy, execution, and unique approach have transformed Trent’s fortunes.

Zudio: Driving Trent’s Growth

While Westside was Trent’s flagship brand, the turnaround in Trent’s fortunes has largely been powered by Zudio. Operating in the competitive fast-fashion segment previously dominated by global giants like H&M, Zudio has carved a unique position by targeting India’s burgeoning middle-class consumer. Its strategy focuses on offering trendy, affordable fashion that aligns with local sensibilities—a formula that has resonated strongly in urban and semi-urban markets.

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Source: NSE

Zudio’s rapid expansion into tier-2 and tier-3 cities has been a significant growth lever. These underserved regions offer immense potential, and Zudio’s understanding of local fashion preferences has allowed it to deliver designs that appeal to a wide audience. By maintaining affordability without compromising style, Zudio has built a loyal customer base and filled a gap in the value-fashion segment.

Operational Excellence

Trent has leveraged its experience with Westside and its partnership with Zara to optimize Zudio’s operations. Key factors include:

  • Efficient Supply Chain: Zudio’s ability to refresh inventory every 15 days is a game-changer. This is much faster than the industry norm of 45-60 days, enabling Zudio to stay ahead of fashion trends and respond swiftly to consumer demand.
  • Cost Management: By focusing on private-label sales and bulk manufacturing, Zudio has limited the cost of goods sold (COGS) to 60-65%. This strategy ensures competitive pricing without sacrificing margins.
  • Store Productivity: Zudio’s smaller store size, averaging 9,500 square feet compared to Westside’s 21,000 square feet, enhances operational efficiency. With revenue per square foot at ₹16,300, Zudio generates double the industry average, making each store highly productive. Source: Mint
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Source: Trent Q2FY25 Report

A Smart Expansion Model

Zudio’s aggressive store expansion strategy has been central to its success. Its outlets have grown more than sixfold, from under 90 in FY21 to nearly 600 by FY25. Its Franchise-Owned, Company-Operated (FOCO) model has facilitated this explosive growth. This approach minimizes capital costs, accelerates store openings, and ensures quicker breakeven points for new locations.

Moreover, Zudio’s focus on influencer-driven marketing over traditional advertising has helped control expenses while maintaining a strong connection with its target audience. This cost-efficient marketing approach has amplified its brand presence without the need for extravagant campaigns.

Financial Contributions and Revenue Growth

Zudio’s impact on Trent’s financial performance is undeniable. In FY24, Zudio surpassed Westside to contribute around 50% of Trent’s revenues. While Westside’s relatively premium offerings deliver higher gross margins, Zudio’s profitability is supported by its faster inventory turnover and operational efficiencies.

In Q2 FY24, Trent reported a 39% year-over-year increase in consolidated revenue, reaching ₹4,157 crore. Net profit rose by 46.9% to ₹335.06 crore. This impressive growth in a sluggish economic environment highlights Zudio’s crucial role in driving Trent’s success.

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Source: Trent Q2FY25 Report

Challenges and Risks Ahead

Despite its stellar performance, Zudio faces significant challenges that could impact its future growth.

  • Expansion Risks: Zudio’s international debut with its first store in Dubai marks a bold move. While its Indian designs may appeal to Dubai’s Indian diaspora, the value-fashion proposition might not resonate as strongly in a market accustomed to premium offerings.
  • Similarly, Zudio’s foray into the competitive beauty segment with Zudio Beauty involves substantial investment risks with the potential for limited returns. If these ventures divert resources or underperform, they could slow down the expansion of Zudio apparel stores, leading to slower revenue growth and increased vulnerability to competition.

  • Rising Competition: The fast-fashion industry in India is witnessing growing interest from new players. Competitors like Reliance Retail’s Yousta, Aditya Birla Fashion and Retail’s Style-Up, and Shoppers Stop’s InTune are vying for a share of the value-fashion market. This intensifying competition could pressure Zudio’s revenue growth and margins, especially if input costs rise.

  • Market Valuation Risks: After a steep stock-price rally in 2024, Trent’s valuation has moderated to a P/E of 120.96 from a high of 139.77, which remains below the 5-year median of 150.56. These factors, coupled with global market uncertainties and a potential risk-off sentiment, could weigh on Trent’s stock performance in the medium term.

Source: Mint

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Source: Trent Q2FY25 Report

Zudio’s Competitive Edge

Zudio has successfully positioned itself as a leader in the value-fashion segment by:

  • Understanding Local Sensibilities: Zudio’s designs cater to the preferences of Indian consumers, offering trendy apparel that aligns with their tastes.
  • Timely and Affordable Offerings: By delivering in-vogue designs quickly and at competitive prices, Zudio has addressed the needs of budget-conscious shoppers.
  • Leveraging Consumer Trends: Zudio’s focus on the bottom of the pyramid has paid off, especially as many industries have shifted toward premiumization.

Future Potential

Analysts project a robust compound annual growth rate (CAGR) of 41% for Zudio’s revenues between FY24 and FY26. By 2026, Zudio may account for approximately 66% of Trent’s total revenue. With continued expansion and innovative strategies, Zudio is poised to remain a key growth engine for Trent.
Source: Mint

Zudio’s success story exemplifies the power of understanding and serving the needs of a diverse customer base. Its strategic focus on value fashion, efficient operations, and rapid expansion have transformed it into a significant contributor to Trent’s extraordinary performance. However, the brand must navigate challenges like expansion risks, rising competition, and market valuation pressures to sustain its growth. As Zudio continues to scale new heights, it solidifies its position as a leader in the fast-fashion space and a critical pillar of Trent’s growth story.

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I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.

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