Manjula Tiwari, is an experienced retailer and brand professional in the field of fashion and lifestyle. She has held key leadership positions, building brands and retail businesses in 23 years of her career in the industry.
Having worked closely with international brand principals and ecommerce during her tenure at Esprit, Benetton, Wills and Lee Cooper &Jabong, and now leading Cover Story, she is a front leader on knowledge of Indian consumers and global best practices. She believes in staying ahead of the curve in anticipating customer wants and aspirations. Her passion is to drive agility and innovate, while serving the needs of the dynamic and swiftly changing Indian fashion market.
Manjula joined Future group as CEO of Future Style Lab in 2016, a newly formed subsidiary to develop and launch brands in women's fast fashion space. This is a fast growing consumer space with a definite need to combine understanding of Indian consumer as well as global fashion trends. Launched almost 3 years back in April 2016, Cover Story has rapidly expanded to have 27 EBO's. In addition to having their own website, they have an online presence across Myntra, Jabong, Koovs, Tata Cliq and Amazon. It’s proving to be a fast moving full price brand.
Manjula's vision for Cover Story is clear. Her agenda is to maximize product efficiency through innovative product development, better logistics and great designs to bring fresh styles to its shelves every week. There is a plan to roll out over 100 stores in the next five years, particularly in smaller towns where consumers are more likely to find the unedited international styles too provocative. Competing global chains say they don’t plan to open even half that number of stores.