Momentum in Motion
Embodying today’s contemporary lifestyle choices, Giordano is one of the most established apparel retailers in the Asia Pacific region and operates over 1,600 shops in more than 30 countries worldwide. Here, RLI converses with Ishwar Chugani, CEO and Managing Director of Giordano Middle East and member of the Management Committee of Giordano International, Hong Kong.
With a vision to be the best Asian apparel brand and a mission to make people feel good and look great, this straight-forward ethos has served the Giordano Group well since its inception in 1981. Their total commitment to superior service and outstanding quality and value has enabled the company to successfully execute its multiple-market and multiple-brand strategy.
This commitment is echoed through Ishwar Chugani, who says that for him, retail was never just a career choice; it was part of how he grew up. “Being around the family business from an early age, I understood very quickly that retail is not about products alone; it is about people, discipline, consistency and showing up every single day with intent. Those early experiences shaped my respect for the basics – service, product and trust – which I still believe are the foundations of any successful retail operation.”
This mentality has clearly paid dividends, as over the last 30 years the group has grown exponentially across the Middle East and beyond. Chugani says entering the Middle East gave Giordano a strong foundation and that they never chased growth for the sake of it, instead they focused on getting the fundamentals right and allowed the business to grow organically.
“One of the most critical choices was investing in people. Many of our team members have been with us for decades and that continuity has been a real strength. It helped create a culture of ownership, accountability and deep market understanding that you simply cannot replicate overnight.”
Retail today is far more complex than it was in the past; streams of data, multiple channels and ever-evolving customer expectations, but Chugani says that the fundamentals of the business have not changed and that for Giordano, simplicity comes from clarity. They stay focused on what matters; good product, fair pricing and a consistent experience. Everything else, the systems, the data and the processes, happens behind the scenes to support that.
As they continue to expand across emerging markets in Africa, Central Asia and beyond, attractive markets to the company are not ones based on size, but on sustainability. They assess the essential elements; demographics, infrastructure, ease of doing business and long-term stability. Equally important is understanding the local customer and remembering that there is no one-size-fits-all model, what works in one market cannot simply be replicated in another.
They also place strong emphasis on having the right local partners and teams on the ground. Execution always matters more than strategy and their approach has always been to enter cautiously, learn quickly and then scale with discipline. They do not chase growth for the sake of it; they build for the long term.
Physical retail remains central to the Giordano model and stores are where the brand comes to life, where customers engage, experience and connect. Having said that, Chugani highlights that the role of the store is evolving and today they must be more experiential, more service-driven and seamlessly integrated with digital.
“The customer today is more informed, more demanding and far less loyal. They expect value, quality, speed and they compare instantly. Our response is to stay true to what we do best and deliver it consistently. Customer trust is built over time, not through short-term tactics.”
As the conversation moves on to how and why the brand stands out in a market as saturated as fashion, the Managing Director explains that their company culture is the ultimate differentiator for the business and that this cannot be manufactured and it shows in how decisions are made, how people are treated and what leadership stands for.
“As we grow across markets, protecting that culture becomes critical. It requires discipline in hiring, clarity in leadership and constant alignment. Competitors may replicate products or hire people, but they cannot replicate a strong culture. That remains our ultimate market advantage,” says Chugani.
This growth does bring complexity and with that, the risk of losing speed and ownership. Giordano counters this by keeping decision-making close to the market and empowering their teams on the ground. Entrepreneurial thinking is essential and without, scale can quickly become a disadvantage.
As he looks to what the future holds, Chugani says that their focus will be on strengthening their core markets, while expanding selectively into new ones. At the same time, they will continue to refine their product, ensuring it remains relevant, well-priced and consistent with their DNA. Enhancing the customer experience, both in-store and digitally, will remain a priority, along with improving operational efficiency across the business.
“We also see opportunities in new formats and channels, particularly in e-commerce, omni-channel integration and partnerships that allow us to reach customers in different ways without diluting the brand,” Chugani explains.
“Equally important is investing in our people and leadership pipeline. As we grow, having the right teams on the ground will be critical to execution. Growth is important, but disciplined growth is what sustains a brand.”
