Rosebys kicks off retail roll-out in India

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Global home fashion and lifestyle major Rosebys has kicked off its retail roll-out in India with plans to set up 650 exclusive stores by 2012 for which it has roped in Bollywood actor Soha Ali Khan as brand ambassador.

Two years after its takeover by the USD 700 million Gujarat Heavy Chemicals (GHCL), Rosebys plans to penetrate the estimated Rs 10,000 crore Indian decor market using the franchise route with 600-1,200 sq ft stores in all metros and Tier-I and II cities.

"We will start our Indian roll-out with 150 franchise stores within the next six months in all metros, Tier-I and Tier-II cities. Our plan is to set up 650 stores by 2012," Rosebys Chief Executive Officer Aloke Banerjee said.

He said the company is planning to invest Rs 250 crore in advertisement and brand building during the next four years.

"We are aiming for a turnover of Rs 1,000 crore by end of the 2011-12 fiscal. Our vision is to emerge as a leader in the affordable luxury brand segment," Banerjee said.

The company has signed up Bollywood actor Soha Ali Khan as brand ambassador for its exclusive lines and collections.

Rosebys, which has 320 stores in the UK, is venturing into the Indian market with 75 design combinations prepared by its design houses in UK, USA and India.

Its product range include bed covers, bedsheets, towels, cushions, and adornments like photo frames, vases, candles, stainless steel ware and personal care products.

"To begin, we are introducing four broad lines with themes including Eco Chic, Geo Retro, Indulgence and Peony Garden," Banerjee said.