What: The Indian department store company is entering a new market.

Why it is important: While many department store companies in the world go upmarket, Shoppers Stop aims to pre-empt a lower segment, probably having in mind the arrival of new players on the market.

Indian department store company Shoppers Stop is opening a new store format, based on “value” in fashion and lifestyle categories. The new format, between 700 and 800 sqm, will be opened in Tier 2 cities outside of metropolitan areas and the first pilot is bound to open in the next months.

This marks a change for a company which has traditionally relied on premium and mid-segments in metropolitan cities.

Shoppers Stop to open a new store format