Eteenz, the value kidswear brand owned by Dhananjay Apparels, has launched its first exclusive brand outlet at City Centre in Kolkata. Spread over 400 sq.ft area, the store marks the brand’s entry into the booming kidwear retail market in India.
The store interior reflects a vibrant and happy decor with pink, orange, green, red and blue wooden panel on the wall. The store offers the complete Eteenz merchandise, including T-shirts, shirts, frocks and denims, for kids between two to 14 years.
Keeping with the brand’s philosophy to offer best quality products in the reach of middle-class people, the collection is priced between Rs 99 and Rs 599. The brand is the exclusive licencee of global kidswear icon ‘Popeye’.
“With Eteenz and Popeye, we want the consumer to get world-class quality, design, comfort, fit and style at a price that everyone can afford. In terms of quality, we are ‘second to none’ in the country,” says Ansul Agarwal, MD, Eteenz.
To strengthen its market presence in the domestic kidswear retail market further, the brand has an aggressive retail expansion plan for FY 2010-11. It plans to roll out at least 25 EBOs in tier II and III cities. We have already signed at least seven to eight properties and they will come up in the next few months.”
The company has established market presence as it retails through large format retail stores such as More, Reliance Trends, Coupons, Star Bazaar, Central and Ritu Wears. To expand its retail footprint across India, the company is looking at EBOs, MBOs as well as the franchisee format. It also has good backend infrastructure to support its distribution plan. Equipped with state-of-the-art technology, the units produce 15,000 kidswear per day. In 2008-2009, the company registered a turnover of Rs.10 crore and it aims to reach a Rs.40 crore turnover mark by the end of FY 2010-11.
—IndiaRetailing Bureau
