Our top 11 cities contribute 75% of Celio’s business in India: Rejoy Rajan

Established in 1978, Celio, a global leader in men’s fashion, has made its mark in over 60 countries, including India, where it entered in 2008. The French menswear brand recently opened its flagship store at Mumbai’s Phoenix Palladium Mall.

In an exclusive interaction with Adgully, Rejoy Rajan, Head of Marketing, Celio, discusses the significance of the new store, the role of celebrity associations in boosting brand visibility, key trends shaping the men’s fashion industry, particularly in 2025, and how Celio is adapting to the evolving demands of modern consumers. He also speaks about the brand’s growth trajectory in India, its plans for expansion, and the venture into anime-inspired licensed merchandise, exploring new collaborations and partnerships to keep up with the dynamic fashion market, and much more...

Celio recently opened its largest store in India at the prestigious Phoenix Palladium Mall in Mumbai. What is the significance of this new flagship store and how does it reflect Celio’s brand identity in India?

The opening of Celio’s largest store at Phoenix Palladium Mall in Mumbai marks a significant milestone in our journey in India. This flagship store is a major step forward for the brand, reflecting our commitment to expanding our presence and connecting with a broader audience in one of the country’s most dynamic retail destinations.

Designed to embody Celio’s core identity—modern, stylish, and approachable—the store features a spacious, contemporary Parisian layout that creates an immersive shopping experience. Showcasing our latest collections, it caters to the evolving, fashion-forward preferences of the modern Indian consumer.

Beyond being a retail space, this flagship store serves as a key touchpoint for both international and local fashion influences. Offering a diverse range of styles—from premium casuals to smart-casual looks—it seamlessly blends French fashion with Indian sensibilities. Its strategic location in Phoenix Palladium reinforces our commitment to high-end retail environments, further elevating the Celio brand among discerning shoppers.

This launch not only represents Celio’s growth ambitions in India, but also underscores our dedication to delivering innovative, high-quality Parisian fashion that resonates with the ever-evolving tastes of Indian consumers.

The opening event was attended by personalities like Aditya Roy Kapoor, Atul Ruia, and Satyen Momaya, among others. How do celebrity associations and high-profile events impact Celio’s marketing strategy and brand visibility?

Partnering with celebrities and notable personalities enhances Celio’s credibility and strengthens our connection with consumers. While our products consistently stand out for their trends, style, and quality, the competitive marketplace demands more than just great fashion. High-profile associations allow us to cut through the clutter, capture consumer attention, and elevate brand visibility.

Events like the grand opening of our Phoenix Palladium store play a pivotal role in generating buzz and excitement, creating a ripple effect in terms of reach and engagement. These experiences not only amplify our brand message, but also reinforce Celio’s positioning as a fashion-forward, aspirational brand that resonates with consumers who appreciate quality and style.

As a leading premium menswear brand, what are some of the key marketing trends in the men’s fashion industry that you foresee shaping the market in 2025? How is Celio preparing for these trends?

In 2025, the men’s fashion industry will emphasize comfort and versatility, with a growing demand for athleisure, smart-casual, and adaptable styles. Consumers will seek pieces that effortlessly transition between occasions, blending style with all-day comfort.

Sustainability will remain a key focus, driving brands to innovate with eco-friendly materials and responsible sourcing. Additionally, the influence of streetwear on everyday fashion will continue to rise, with bold graphics and relaxed fits taking center stage.

At Celio, we are staying ahead of these trends by expanding our athleisure and sustainable collections while aligning with global style movements to meet the evolving preferences of modern consumers.

Celio has been expanding rapidly in India. Could you share your thoughts on the brand’s growth trajectory in the Indian market and any plans for further expansion or collaborations in the near future?

Celio sees immense growth potential in the Indian retail market, with a strong focus on direct retail expansion. We have identified around 40 malls and nine high streets as key locations and set a target of opening approximately 50 new stores in our existing cities. Additionally, we plan to expand into Tier 2 and Tier 3 cities, aiming for another 50-60 stores to broaden our footprint.

Currently, our top 11 cities contribute 75% of our business, with the South being our strongest market, followed by the North, West, and East. Looking ahead, North India—particularly Delhi NCR, Punjab, and Uttar Pradesh—will be our primary focus for retail expansion. Once established, we will continue growing in the South, West, and East in that order.

Beyond physical retail, we are also strengthening our multi-channel presence. At present, e-commerce platforms like Myntra, Ajio, and Amazon contribute 7% of our revenue. With a sharper focus on digital growth and optimized online strategies, we expect this share to rise to approximately 12-14% in the near future.

Celio recently launched anime-inspired licensed merchandise. What motivated the decision to tap into the anime segment, and how does this align with Celio’s brand image and target audience?

Celio has been launching collaboration collections, including anime-inspired merchandise, for several years and currently offers one of the most extensive licensed merchandise ranges in India. In fact, we have a dedicated customer base that looks to us for the most stylish and appealing designs featuring iconic anime characters.

Our brand is committed to dressing the modern man from head to toe, and these collaborations allow us to connect with younger consumers who may have previously found our styles less accessible. By expanding into anime and other collaboration collections, we are not only catering to their interests but also creating an entry point for them to explore the wider Celio range. We see this as an opportunity to build long-term relationships with a younger audience, ensuring they continue to turn to Celio for all their fashion needs.

In a competitive market like India, how does Celio differentiate itself from other global menswear brands? What strategies are in place to engage and retain customers across diverse segments?

Celio differentiates itself in the competitive Indian market through a strategic, two-pronged marketing approach that balances nationwide consistency with localized relevance. For collection launches, we maintain a strong Pan-India presence, ensuring brand visibility and resonance across the country. Simultaneously, for cultural events and festivals, we tailor our campaigns to align with regional traditions, allowing us to connect more meaningfully with diverse Indian audiences while staying fashion-forward.

Additionally, we are at the forefront of AI-driven marketing, leveraging technology to engage digital and mobile-first consumers. By analyzing consumer behaviour, AI enables us to offer tailored recommendations, dynamic pricing, and personalized content, enhancing real-time interactions and making the shopping experience more seamless and immersive. This integration of AI is redefining customization in fashion, creating a more engaging, relevant, and connected brand experience that strengthens customer loyalty across segments.

With changing consumer behaviour, particularly among younger audiences, how does Celio plan to cater to the evolving demands of the modern man? Are there any specific shifts in style preferences you’re seeing in India?

At Celio, we are committed to delivering comfort-driven fashion, versatile styling, and trend-focused designs that cater to the evolving preferences of the modern man. With a growing demand for smart-casuals and relaxed fits, we are expanding our offerings in stretch denim, breathable linen, and relaxed tailoring to provide both style and comfort.

Sustainability is also becoming a key priority for consumers, and we are integrating eco-friendly fabrics and responsible sourcing into our collections. Additionally, inspired by global street style, we are introducing oversized fits, statement jackets, and collaboration collections to resonate with younger audiences.

To enhance accessibility and engagement, we are strengthening our Omni channel presence, ensuring a seamless shopping experience across both offline and online platforms. By blending French fashion aesthetics with deep insights into the Indian market, Celio continues to stay ahead of evolving trends and consumer expectations.

Sustainability is an important factor in today’s fashion industry. Could you share what steps Celio is taking toward eco-friendly practices and sustainable fashion in India?

At Celio, innovation is at the heart of everything we do, and sustainability is just as important to us as creating new, trend-driven styles. We are committed to integrating eco-friendly practices across our collections, ensuring that fashion and responsibility go hand-in-hand.

A key example is our best-selling linen category, where we use the finest European flax to craft our latest linen collection. Every piece is designed with an eco-conscious approach and certified for sustainability. Our responsibly sourced linen fibers come from a sustainable plant that requires minimal irrigation and chemical inputs, significantly reducing environmental impact.

By prioritizing ethical sourcing and sustainable materials, Celio continues to take meaningful steps toward a more responsible fashion industry in India.

In the age of digital transformation, how has Celio adapted its marketing strategies to the rise of e-commerce and digital platforms in India? What role does digital play in the brand’s growth?

E-commerce is a crucial pillar of Celio’s growth strategy, and we have embraced a digital-first approach to stay accessible and relevant to the tech-savvy Indian consumer. Recognizing the dominance of mobile devices in online engagement, we have placed a strong emphasis on mobile marketing, ensuring a seamless and intuitive shopping experience.

By strategically leveraging digital platforms, we enhance brand visibility, drive traffic to our online stores, and create a cohesive shopping journey across all touchpoints. Our goal is to provide a unified and engaging brand experience, strengthening our presence in India’s rapidly evolving digital landscape.

Looking ahead, are there any upcoming collaborations or partnerships that Celio has lined up?

We have a lot of exciting collaborations lined up for the year ahead, and we’re thrilled about what’s coming. We’re expanding our anime-inspired collections with new additions like Hunter X Hunter and a fresh Naruto Shippuden collection, along with collaborations featuring iconic sports stars and clubs. These partnerships will not only bring iconic new styles to our customers but also strengthen Celio’s position as a brand that continuously evolves with cultural trends. We’re confident that these collaborations will play a key role in shaping our future growth and appeal in India.