Indian Terrain, the premium men’s clothing brand has come up with a new fit in cotton khaki trousers -- a slim straight fit named Kansas. “We feel this will be liked by a lot of people. Our slim fit shirts are very popular. We have a range of products in the Kansas fit ranging from Rs 1,299 to Rs 1,599 price band,” says the CEO, Charath Narsimhan. As a brand Indian Terrain stands for self expression of each individual with its encouraging tag line 'Just Be'. This belief is personified in the brand’s range of clothing. ‘Just Be’ promotes uniqueness and originality which is reflected in its chic and lively lifestyle products and apparels. Having started out with just shirts and trousers, today the brand has a comprehensive product line. Positioned as a lifestyle brand with a bit of American casual wear inspiration, Narsimhan says, Indian Terrain is all about being an affordable, accessible casual lifestyle brand.
Collectively, the brand’s outreach is in about 93 towns and cities across India and its chalking out expansion plans. “In the next two to three years, we will expand into Tier II-III cities, where there is a lot of opportunity. We are looking to expand in those markets both through distribution as well as through our own stores. We have been opening a lot of stores in smaller towns in the last six months and that’s going to be our focus in the next two years,” Narsimhan says. At the moment, the brand has 45 EBOs. Only five are company owned and managed and the rest are all franchisees. The five company-owned shops are flagship stores in metros with an area of 2,500 sq. ft. each. “We will open more flagship stores in the next two to three years,” Narsimhan informs.
By March 2011, they will have another 35-odd franchisee stores. The aim is to have a total of 90 stores by the end of March 2011. Right now they have 70. As of now, 40 per cent of their sales come from MBOs, 30 per cent from own stores and 30 per cent from large formats. Over the next year, when all 90 stores are fully operational, 45 per cent would come from own stores, another 35 per cent from the MBOs and 20 per cent from the large formats.
Interestingly, Indian Terrain entered the men’s denim wear market about 18 months ago. Denim has a five to seven per cent share in the brand and by 2012, it is expected that denim’s share will grow two to three fold, reaching about 18 per cent. “As our retail footprint expands, we see an opportunity for denim to expand because many of our casual shirts, T-shirts are ideally worn with denim. So today a lot of consumers come and buy our upper wear and end up buying denims from others for reasons of fit, accessibility, brands and so on. We see a chance to convert part of that into our in-house clientele,” he avers. Indian Terrain will close 2010 with a turnover of Rs 100 crores. The management is confident they can target a 45 per cent growth by March 2011.
Tags:Apparel Franchise, Charath Nasimhan, clothes franchise, denim franchise, franchisee stores, garment franchise, Indian Terrain, Indian Terrain Franchise, retail franchise, textile franchise
Source:Fashion United,Friday, 12 November 2010
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