The new stores would sport a new look in terms of architecture, interior design, graphic design and brand strategy to help create distinct customer experiences.

The company is planning to refurbish its existing 450 stores and to set up new flagship stores that will house its entire range of textile products under one roof, as well as high-end products that would cater to the luxury segment.

"We are also planning to introduce khadi home furnishing products in our stores," said Ness Wadia, joint managing director, Bombay Dyeing.

Wadia explained that existing company stores lacked proper infrastructure, but still the brand survived. "The least we could do is give our loyal customers a good shopping experience," he said.

Bombay Dyeing has roped in Sabyasachi, the Bengali designer, for high-end designer home furnishings. The company has also appointed ex-Raymond's expert S K Gupta as its new CEO.

"So far we did not have a CEO with a textile background. We wanted one this time to take our plans forward," Wadia said.