2025 EXPANSION PLAN.
1. INTRODUCTION
As part of the strategic growth for 2025, this plan outlines the steps required to successfully
launch four new specialty retail stores:
1. Boulevard Kids – A children's clothing and accessories store.
2. Fabric Shop – A premium fabric retail store.
3. Formal Shoe Shop – A store specializing in high-quality formal footwear.
4. Perfume Shop –boutique offering luxury, Niche, Body care and Grooming.
5. Lingerie: Unisex – Intimate wear for men and women.
6. WoodPeckers- Trend driven streetwear fashion for youth.
This expansion aims to diversify revenue streams, enhance brand presence, and capitalize on
growing consumer demand in these product categories.
2. EXPANSION OBJECTIVES
❖ Increase market reach by tapping into new customer segments.
❖ Diversify product offerings across different fashion-related categories.
❖ Enhance customer experience with specialized stores for targeted shopping.
❖ Establish a strong presence in high-footfall retail locations.
3. MARKET RESEARCH & FEASIBILITY ANALYSIS
3.1 Industry Trends
❖ Children’s fashion is a growing sector, with parents prioritizing quality and style.
❖ Fabric retail is seeing increased demand due to a rise in custom tailoring.
❖ Formal footwear remains a staple for corporate professionals and eventgoers.
❖ Perfume sales continue to grow, driven by lifestyle and luxury trends.
❖ Lingerie Unisex is another growing sector, with rise in consumer focus on comfort,
self-care and fashion-led intimate wear.
❖ Streetwear is youth driven, fast paced and fueled by social media and urban culture
3.2 Target Market Analysis
❖ Boulevard Kids: Parents, guardians, and gift shoppers.
❖ Fabric Shop: Designers, tailors and fashion students.
❖ Formal Shoe Shop: Professionals, businesspeople, and formal event attendees.
❖ Perfume Shop: Fragrance enthusiasts, luxury shoppers, and gift buyers.
❖ Lingerie Unisex: Men and Women between 20-45 years, Brides-to-be and gift buyers.
❖ WoodPeckers: Trendy youth aged between 18 and 30, Streetwear enthusiasts.
4. LOCATION STRATEGY
4.1 Site & Location Selection Criteria
Our store expansion will target two major urban markets in Ghana—Accra and Kumasi—to
leverage their commercial potential, diverse customer base, and retail growth.
4.11 Store Distribution Plan
CITY STORE OPENING
ACCRA ✓ Boulevard Kids
✓ Fabric Shop
✓ Formal Shoe Shop
✓ Perfume Shop
✓ WoodPeckers Branch 2
KUMASI ✓ Boulevard
✓ D’Angelo
✓ WoodPeckers Branch 3.
Potential locations for the new stores have been evaluated based on:
❖ High foot traffic areas such as malls, shopping districts, or busy commercial zones.
❖ Locations with complementary businesses (e.g., fabric shop near tailoring services).
❖ Accessibility and convenience for target customers.
4.2 Potential Locations (Accra)
❖ East Legon
❖ Dzorwulu
❖ Cantonments
❖ Labone
❖ Osu
5. STORE CONCEPTS & DESIGN
5.1 Boulevard Kids – Children’s Apparel & Accessories
Target Audience: Parents, guardians, and gift shoppers.
❖ Bright, playful, and child-friendly store layout.
❖ Product Offerings: Sections for casual, formal, and seasonal wear.
❖ Interactive shopping experiences.
Unique Selling Proposition (USP): High-quality, stylish, and comfortable clothing designed for
children.
5.2 Fabric Shop– High-Quality Fabrics
Target Audience: Tailors, designers and fashion students.
❖ Organized layout with fabric rolls displayed by material and usage.
❖ Product Offerings: Cotton, silk, wool, linen, and synthetic fabrics.
❖ Dedicated spaces for premium and custom-order fabrics.
❖ Workstations for sampling and consultation.
USP: A one-stop shop for premium and diverse fabric selections catering to designers and
tailors.
5.3 Formal Shoe Shop – Premium Footwear
Target Audience: Professionals, businesspeople, and individuals attending formal events.
❖ Product Offerings: Leather and designer formal shoes for men.
❖ Elegant and minimalistic store design.
❖ Comfortable seating areas for trying on shoes.
❖ Shoe care and customization stations.
USP: Elegant and durable formal footwear tailored for professionals and eventgoers.
5.4 Perfume Shop– Luxury Fragrances
Target Audience: Fragrance enthusiasts, gift shoppers, and luxury consumers
❖ Product offering: Designer and niche perfumes.
❖ Luxurious and sophisticated ambiance.
❖ Fragrance testing stations.
❖ Exclusive sections for premium and niche perfumes.
USP: A curated selection of premium perfumes with a personalized shopping experience.
5.5 Lingerie Shop
Target: Women & Men aged 18–45, Couples, Bridal/Gifting Customers
❖ Concept: A premium, inclusive space that redefines comfort and confidence in
intimate fashion. The boutique caters to all genders with a modern, tasteful approach
to lingerie and loungewear—designed for personal style, sensuality, and self-care.
❖ Design Highlights: Minimalist yet luxurious décor in nude, ivory, and warm grey tones
Separate yet fluid sections for men’s, women’s, and unisex items
Private, softly lit fitting zones for comfort and privacy
❖ Consultation lounge for sizing assistance and personal shopping
❖ Product Offerings:
For Women: Bras, panties, shapewear, bridal sets, maternity lingerie
For Men: Boxer briefs, silk boxers, undershirts, men’s shapewear
Unisex: Robes, pajamas, loungewear sets, sleepwear
5.6 WoodPeckers Streetwear.
Target: Trend-conscious youth, gift shoppers
❖ Product Offerings: Graphic t-shirts, hoodies, baggy jeans, Track sets, oversized
flannels, printed joggers, Limited edition sneakers and slides, Caps, bags, chain
accessories
Unique Selling Proposition (USP):
"Own the street." Streetwear designed for bold self-expression, powered by youth culture,
limited drops, and in-store creativity.
6. FINANCIAL PLANNING
6.1 Estimated Initial Investment
6.2 Revenue & Pricing Strategy
❖ Competitive pricing with a mix of affordable and premium offerings.
❖ Bundle discounts and promotional offers.
❖ Loyalty programs for repeat customers.
6.3 Profitability Forecast
Projected revenue for the first year will be based on:
❖ Expected foot traffic and conversion rates.
❖ Average purchase value per customer.
❖ Seasonal promotions and peak sales periods.
7. BRANDING & MARKETING STRATEGY
7.1 Branding Approach
Distinctive logos and branding for each store.
Consistent in-store experience with premium aesthetics.
7.2 Marketing Plan
❖ Social Media Campaigns: Instagram, Facebook, YouTube and TikTok for store launches
and promotions.
❖ Traditional Advertising: Billboards and flyers.
❖ Influencer Partnerships: Collaborate with fashion influencers and stylists.
❖ Grand Opening Events: Offer special discounts and giveaways to attract initial
customers.
❖ In-Store Promotions – Loyalty discounts, giveaways, and seasonal sales.
8. OPERATIONS & MANAGEMENT
8.1 Staffing Requirements
❖ Store Managers
❖ Sales Associates
❖ Inventory & Logistics Executive
❖ Cleaners
8.2 Staff Training Programs
❖ Product knowledge and customer service training.
❖ Sales techniques and personalized customer engagement strategies.
❖ Store operations and POS system management.
8.3 Inventory & Supply Chain Management
❖ Reliable supplier partnerships for consistent stock availability.
❖ Automated inventory tracking to manage demand and reduce waste.
❖ Seasonal product planning for optimized sales.
9. EXPANSION TIMELINE
9.1 Timeline: Quarterly Shop Opening Plan
Quarter 1 (Jan – Mar)
Focus: Prep, Fit-Out & Launch of Boulevard Kids & Fabric Shop
✓ January:
❖ Finalize leases and permits for all 6 locations
❖ Begin shopfit and branding for first 2 shops (Boulevard Kids and Fabric Shop)
❖ Recruit store managers and staff
❖ Place orders for initial inventory
✓ February:
❖ Staff training for Boulevard Kids and Fabric shop
❖ Begin marketing campaign (teasers, social media, PR)
❖ Install POS and backend systems
✓ March
❖ Grand Opening: Boulevard Kids & Fabric Shop
❖ Launch promotional campaigns and soft opening events
❖ Begin post-launch evaluation and customer feedback
Quarter 2 (Apr – Jun)
Focus: Launching Formal Shoe & Perfume Shop while Strengthening First Two
✓ April
❖ Begin fit-out and branding for next 2 shops (Formal Shoe Shop and Perfume Shop)
❖ Analyze Q1 sales and customer feedback
❖ Adjust inventory, staffing, and marketing as needed
✓ May
❖ Staff training for new shops
❖ Continue growing customer base for Boulevard and Fabric
❖ Pre-launch events for new openings
✓ June
❖ Grand Opening: Formal Shoe Shop & Perfume Shop
❖ Mid-year marketing push across all open locations
Quarter 3 (Jul – Sep)
Focus: Prep & Launch Lingerie & WoodPeckers.
✓ July
❖ Begin fit-out for final 2 shops (Lingerie Shop and Woodpeckers)
❖ Begin planning for loyalty programs / back-to-school promotions
✓ August
❖ Final staff onboarding for last Lingerie and WooddPeckers shops
❖ Test run logistics, inventory flow, and marketing across all shops
✓ September
❖ Grand Opening: Lingerie (Unisex) & Woodpeckers
❖ Run cross-store promotions and bundle deals
Quarter 4 (Oct – Dec)
Focus: Optimization, Holiday Sales & Review
✓ October
❖ Evaluate all six shops – sales, staffing, operations
❖ Prep for holiday promotions
✓ November
❖ Holiday season marketing and stock planning
❖ Integrate feedback systems and loyalty programs
✓ December
❖ Year-end performance review
❖ Begin planning for expansion and improvements in 2026
10. FUTURE GROWTH & SCALABILITY
❖ Expand to e-commerce to reach a wider audience.
❖ Introduce additional product lines based on customer demand.
❖ Explore cross-promotions with other fashion retailers.
12. CONCLUSION
The expansion of StateStreet Ghana LTD into six new retail segments presents a significant
growth opportunity. By following this structured plan, the business will establish a strong
presence in key fashion categories, drive sales, and create a unique shopping experience for
customers. With proper execution, the new stores will enhance brand reputation and
contribute to long-term profitability.
