``The outlook now is much more vibrant. We expect to grow at 28 to 30 per cent this year,'' DCM Benetton's managing director Mr Natalino Dou told The Financial Express.

In line with its new-found focus on improving quality and reach, the company now plans to open new large stores-with an area of about 2,500 sq ft each-incorporating the global Benetton retail ambience. ``We're now capable of opening more large-size stores. The idea is to go for quality and not quantity,'' Refusing to give out the number of stores planned by the company, Mr Duo, however said initially, the stores will be opened in the regions where the Benetton brand is not very strong. ``The focus will be on Mumbai, Chennai and Bangalore,'' said Mr Duo.

Although, Benetton's business model is based on the franchisee system, the company plans to adopt a mixed strategy for the new stores. ``We'd like to increase the number of company-owned showrooms, as well,''Mr Dou said. The company, currently, has only two company-owned showrooms. During the last one year, the company has added 23 new outlets in the country, Mr Dou said.

Meanwhile, Benetton is finally ready to roll out its first ad campaign following the global launch of its new billboard and press drive in over 100 countries early this month, promoting its spring-summer 2001 collection.

``We'll break our new global advertising from March,'' Mr Duo said. The company spends about 5 to 7 per cent of its total turnover on advertising annually. According to Mr Duo, the company posted a turnover of Rs 80 crore (retail) during last year.

The new ad is significant since it will be the first ad since the controversial "Death row" campaign last year, which caused widespread outcry and eventually led to the departure of creative director Mr Olivieri Toscani after 18 years with the company. The campaign, was however, not released in India.

Benetton's new advertising has been created by 27-year-old British photographer Mr James Mollison from the Benetton-funded Fabrica Arts Institute in northern Italy.

Meanwhile, Benetton, plans to test-market one of its acquired upmarket women's wear brand `Sisley' in the country in the coming months. ``The brand is very trendy and pricing will be good,'' Mr Duo said but refused to divulge further details. The company also has in its kitty some other acquired brands such as Prince and KillerLoop (except sunglasses).