The mass-premium footwear brand is accelerating its retail-first omnichannel strategy across Tier 2 and Tier 3 markets.
Clog London has raised seed funding from VG Angels, with participation from members of the VG Angels investor network, as the mass-premium footwear brand accelerates its retail-first omnichannel expansion across India.
Founded by Gopal Kishan Rathor in 2018, Clog London offers footwear for men and women, combining style, comfort, quality and affordability. The brand is targeting consumers in Tier 2 and Tier 3 markets and aims to position itself between global footwear brands and unorganised footwear players.
Retail remains central to Clog London’s growth strategy. The company launched its pilot Exclusive Brand Outlet (EBO) in Jhansi in 2023 to validate consumer demand and its store-level business model. Following that initial rollout, it has expanded its physical presence across Jhansi, Gandhidham, Karnal, Noida, Bareilly and Delhi, while additional stores have been signed or are in the pipeline across other markets.
The fresh capital will support the company’s next phase of expansion, with funds being deployed towards opening more retail outlets, strengthening inventory, expanding its product portfolio and increasing its reach across Tier 2 and Tier 3 markets.
Founder and CEO Gopal Kishan Rathor said the company was built around the belief that consumers in India’s emerging cities deserve footwear that combines style, comfort, quality and affordability. He added that Clog London has spent the past few years building and validating its retail model market by market, and that the new funding will help accelerate this journey.
According to VG Angels investor Siraj, Clog London is addressing an opportunity in India’s footwear market through its combination of design, quality, comfort and accessibility. The investor highlighted the company’s retail-first model, product portfolio and early validation as foundations for scalable growth.
Vivek Kumar, CEO of Venture Garage, said Clog London is rethinking footwear retail with a focus on product, store economics and disciplined expansion. He also pointed to early retail success and franchise interest as factors supporting the company’s expansion plans.
With fresh capital and a growing retail footprint, Clog London is now targeting more than 100 stores across India. The expansion marks the next stage in its ambition to build a leading mass-premium footwear brand for consumers in emerging markets, while strengthening its omnichannel presence through physical retail.
Source: Based on reporting by Indian Retailing, with additional editorial adaptation and analysis.
