Arvind Brands Hopes To Take Wrangler To Foreign Shelves

Mumbai, Sept 7: | Updated: Sep 8 2003, 05:30am hrs
In a significant move, Arvind Brands Ltd a wholly-owned subsidiary and part of the Lalbhai Group is now eyeing countries such as Sri Lanka, Bangladesh and Nepal to export Wrangler jeans within a year.

For the purpose, Arvind Brands is in the process of talking to US-based VF Corporation, from whom Arvind Brands got the licence for Wrangler brand in India in 1999. VF Corporation is one of the biggest publicly-held apparel companies in the world.

Plans are also on the anvil to set up at least three exclusive Wrangler stores in Colombo to begin with. The London-based designer for Wrangler is Sally Deighton, Wrangler business head Hyma B told FE.

As for the Indian market, we are planning to position Wrangler as a youth brand and for the purpose have charted out a different distribution strategy this year.

As part of the strategy we are planning to set up eight exclusive Wrangler showrooms in high-streets such as Gurgaon, Linking Road and Phoenix Mills (Mumbai) and Forum Mall (Bangalore) among others. At present, we have 45 Wrangler showrooms across the country. The new Wrangler stores will have merchandise made up of steel and acrylix.

The company is also planning to expand its existing number of departmental stores within premium retail outlets from 25 to 45 in the next six to eight months. In addition, it is looking at expanding its number of multi-brand outlets from 110 by an additional 10 per cent within a year, she added.

Arvind Brands is currently in talks with MTV to enter into a tie-up with MTV Website to promote Wrangler jeans. This is part of Arvind Brands new customer relationship management (CRM) initiative. We have also worked with Websites such as Hungama, Contest2Win and Indiatimes to promote Wrangler jeans, she said.

According to Ms Hyma, with the new initiatives, Arvind Brands hopes sales of Wrangler jeans to grow at an additional 40 per cent this year. Of the Rs 2,500-crore jeans market, Rs 250 crore constitute the super premium jeans segment which is expected to grow at the rate of 22 to 25 per cent. At present, the overall jeans market is growing at the rate of 15 to 20 per cent.