Diversified business group ITC Ltd is experimenting with new formats to drive growth of its apparel retail chain, Wills Lifestyle. The company is opening up specialty stores such as menswear only and boutique stores to offer more premium range, apart from expanding its retail reach, with plans to set up around 25 new stores across India in the next 15 months. At present, of the total 75 stores operating in about 40 cities, only 15 stores are under franchise model. This new strategic plan of the company will bring in an unmatched privilege to the signage companies engaging extensively in the retail/in-shop displays.