Launched in 2009 by Finesse Fashions, Rookies was launched with a vision to provide international fashion in denims at affordable prices. Over the years, the brand has evolved such that it is today placed among national brands in large format stores and multi-brand outlets who caters to premium and mid-premium audiences.
Brand USP: The brand sources fabrics from international mills for manufacturing. The washing techniques is the main USP of the brand. Rookies is a mid-premium segment brand priced between Rs 1,699 and Rs 2,799.
Target customers: The brand targets men in their youth and stretches to middle-aged males.
Total no. of MBOs: 750
No. of MBOs added in 2014: 250
Presence in large formate stores: Lifestyle, Central and Reliance Trends
New territories or regions added: The brand has recently entered the territories of Assam and the adjoining north-eastern states.
Presence in online retail: The brand is available on Jabong, Myntra and Flipkart.
Future plans: Once Rookies consolidate its position in multi-brand outlets and large format stores, it wants to focus on opening exclusive brand outlets.
Targeted cities in the next couple of years: At present, the denimwear brand is present in all A+ and A cities. Now, they are targeting tier-II and -III cities having good potential.
Growth percentage (CAGR of last three years): 50%
Brand turnover (estimated for CY2014): Rs 20 crore
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