Disney Jeans launched, plans 30 stores

After garnering a sizeable chunk of the kids television space, Walt Disney Company (India) is eyeing the Rs 3,000 crore branded kids wear market. The company today announced the launch of its fashion wear brand, Disney Jeans, which is its first foray into non-character merchandise.

Rajat Jain, managing director of Walt Disney Company (India), said: "Indus Clothing is the brand licensee who will market and distribute the brands as well as set up our exclusive brand stores through which the brand will be retailed."

Apart from jeans, the range will comprise other apparel like shirts and jackets as well as accessories like bags, caps and socks. While there are no overt references to any of the Disney characters, there are elements like a Mickey Mouse comic strip on the pocket lining or inner cuff of the jeans.

Lester W Lee, regional director-softlines of Disney Consumer Products, said the company would soon introduce footwear under the brand. "Globally, Disney ranks among the top 20 apparel brands and we hope to become a significant player in the kids apparel market in India," Lee said.

Indus Clothing will invest Rs 21 crore for the retail expansion of the brand. H P Singh, managing director of Indus Clothing, said the investment would cover the initial 30 Disney Jeans Stores till the end of 2007. "By 2008, we are looking at having 50 stores across all the key cities in India starting with the metros. In the first phase, there will be three stores in Mumbai and Delhi each apart from stores in Pune, Chandigarh and Dehra Dun," Singh said.

The products are targeted at the 4-14 years age group, and are priced upwards of Rs 99.